The beauty industry has been buzzing with terms like “clean beauty,” “natural,” and “sustainable” over recent years. While these concepts sound great, not all brands claiming to be eco-friendly or clean truly live up to their promises. This phenomenon is called greenwashing, and it’s becoming more prevalent as consumers demand ethical, transparent products. But what exactly is greenwashing, and why does it matter?
What is Greenwashing?
Greenwashing occurs when companies market their products as environmentally friendly, ethical, or clean without substantiating these claims. In other words, they mislead consumers into believing that their products are safer, more sustainable, or more natural than they really are. This tactic often involves vague language, misleading certifications, and superficial packaging changes that create an illusion of sustainability.
For example, a product might label itself “natural” because it contains one or two plant-based ingredients, yet the rest of the formula may still be full of harmful chemicals or synthetic additives. Similarly, a brand might claim to use eco-friendly packaging but fail to address other critical areas of sustainability, like how they source their ingredients or treat their workers.
Why Does Clean Beauty Matter?
Clean beauty is more than just a trend—it’s a movement toward products that are not only good for your skin but also ethically produced, environmentally conscious, and free from potentially harmful chemicals. True clean beauty:
- Uses natural or organic ingredients.
- Is free from parabens, silicones, microplastics, synthetic fragrances, and other questionable ingredients.
- Upholds sustainable sourcing practices.
- Embraces cruelty-free and vegan principles.
For consumers, clean beauty means taking control of what they put on their skin, prioritizing health, and making informed decisions that align with their personal values.
How Twentytwo Skincare Stays True to Clean Beauty
At Twentytwo Skincare, we understand the importance of transparency in today’s beauty industry. From day one, we have been committed to providing authentic, natural, and ethically sourced skincare products. Here's how we ensure transparency and avoid greenwashing:
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Ingredient Transparency
We disclose every ingredient in our products and clearly state the percentage of natural and organic content in each formula. This way, customers know exactly what they’re applying to their skin and can trust that our products are as clean as we claim. -
Certified Products
All Twentytwo Skincare products are COSMOS ECO-CERT certified, which means they have passed rigorous standards for natural and organic content. This third-party certification helps ensure we meet the highest ethical and environmental standards. -
Ethical Sourcing
Our ingredients are sustainably sourced, with a focus on supporting fair trade and reducing environmental impact. We carefully select suppliers that align with our values, ensuring that both the planet and local communities benefit from our business practices. -
Cruelty-Free and Vegan
Twentytwo Skincare is proudly cruelty-free and vegan. None of our products are tested on animals, and we do not use any animal-derived ingredients, staying true to our commitment to ethical beauty. -
Sustainable Packaging
We also ensure our packaging is as environmentally friendly as possible. By using recyclable materials and minimizing waste, we aim to reduce our footprint while still delivering high-quality products.
Why Choose Twentytwo Skincare?
In a market flooded with greenwashing, Twentytwo Skincare stands out by staying true to our values of transparency, sustainability, and ethical practices. We believe that clean beauty should be about more than marketing—it’s about integrity, trust, and making a positive impact on both our customers and the environment.
For us, clean beauty isn’t just a label its in everything we do!