In recent years, the demand for natural skincare has soared. Customers are becoming more mindful of what they put on their skin, searching for gentle, eco-friendly, and ethical options. However, this rise in popularity has also brought an increase in misleading marketing practices, often referred to as “greenwashing.” As a handmade skincare business committed to transparency and authenticity, we at Willow and Birch want to empower you to make informed choices.
Here’s how you can spot fake “natural” skincare claims, understand what ingredients to look for, and navigate the world of greenwashing.
What Is Greenwashing?
You may have heard the term Greenwashing before? This is when a brand markets its products as “natural” or “eco-friendly” without backing up these claims. It’s designed to attract conscious consumers while cutting corners on authenticity. Words like “natural,” “organic,” or “sustainable” can be slapped onto packaging with little regulation in many parts of the world.
At Willow and Birch, we always endeavour to use natural ingredients and incorporate organic options whenever they are available. Some of our ingredients are naturally derived, meaning they originate from natural sources but may undergo minimal processing to make them suitable for skincare. For instance, essential oils are distilled from plants, and emulsifiers derived from coconut oil help blend water and oil-based components. While we strive for perfection, we acknowledge that we are not perfect—we are learning every day. As a small business, we are sometimes curtailed by the high costs of certain premium ingredients, but we remain committed to making ethical and thoughtful choices where we can.
Decoding Labels: What to Look For
Understanding the ingredient list is key to avoiding misleading claims. Here are some tips:
Check the Ingredient Order
Ingredients are listed in descending order by volume. If a product boasts about the main star product being “aloe vera” but it’s listed near the bottom, you’re getting very little of it.
Beware of Long, Unfamiliar Names
While some chemical names (like Tocopherol for Vitamin E) are completely safe, others could indicate synthetic fillers or harsh preservatives. Look out for Parabens, Sulfates, and artificial fragrances, which can irritate sensitive skin.
Recognise Common “Greenwashing” Tricks
Highlighting one ‘natural’ ingredient: A brand may feature one natural ingredient prominently while the rest of the formulation is synthetic.
Using vague terms: Words like “plant-based” or “derived from nature” don’t always mean pure or non-toxic.
Unsubstantiated eco-claims: Phrases like “environmentally friendly” or “biodegradable” may not be 100% true
At Willow and Birch, every ingredient we use is transparently listed and sourced from trusted UK suppliers. This ensures not only the highest quality but also alignment with our values. We try and use the most enviromentally friendly or biodegradable packaging and prodcuts as possible. Our packaging usually comes in glass bottles, aluminium pots and more recently with some of our newer products cardboard tubes and boxes. We do still use some plastic packaging for our products, the bottle pumps and whipped soap pots are chosen for safety reasons or just because we need them for their function, there are no other affordable options available to us currently. The pots and lids are fully recyclable or may already be a recycled item.
Key Ingredients to look out for (And what they do)
When it comes to the ingredients in our products, there are some that might not be immediately obvious to customers just by reading the label.
For instance, we use SCI (Sodium Cocoyl Isethionate), a gentle surfactant that helps create a creamy lather without harsh chemicals. It is plant-based, typically sourced from coconut oil. Zinc Oxide non-nano, is a natural mineral that occurs in the earth and is effective in combating body odour Zinc Oxide is up to three times more effective than aluminium chlorohydrate (the bad stuff) used in deodorants and antiperspirants. We use this ingredient in our natural deodorants that are coming this year. We also incorporate BTMs (Behentrimonium Methosulfate), which are plant-derived emulsifiers that come from rapeseed oil. They help create smooth, non-greasy textures in products like conditioners and creams.
Cetyl Alcohol is another key ingredient, known for its role as an emulsifier and its ability to improve the texture of formulations, making them feel more luxurious and moisturising. Derived from plant oils, such as Coconut, Corn or Soy and is considered a naturally derived ingredient.
Additionally, we use Tocopherol (Vitamin E), which derived from vegetable oils, such as Sunflower or Soybean it is a powerful antioxidant that helps protect the skin from environmental damage while keeping our products fresh.
These ingredients, though not as commonly recognised, play essential roles in ensuring that our products are effective, safe, and provide the best possible experience for our customers
Certifications Matter
Certifications can be a quick way to verify a brand’s claims. Look for reputable seals like:
Vegan and Cruelty-Free: Indicates no animal-derived ingredients or testing.
Soil Association Organic: Ensures high organic standards.
EcoCert: Verifies natural and organic composition.
While these certifications are valuable, they’re not always accessible to small, independent businesses like ours due to the extremely high costs to register even just a single product. However, our cosmetic testing certifications ensure that every Willow and Birch product is safe, effective and not making claims we cant back up.
How to Shop Smart
Do Your Research: Look beyond the label. Check the brand’s website and reviews.
Ask Questions: Transparent brands will happily share details about their sourcing and manufacturing practices.
Start Small: Test a new product on a small area of your skin before committing.
The Willow and Birch Difference
At Willow and Birch, we take pride in creating handmade skincare that’s as kind to your skin as it is to the planet. From our vegan-friendly shampoo bars to our indulgent body soufflés, each product is crafted in small batches to ensure freshness and quality. Our zero-waste packaging and commitment to ethical sourcing reflect our belief that skincare should be a force for good.
By learning to decode labels and understand ingredients, you can make informed decisions that align with your values. Together, we can demand better standards and support businesses that prioritise authenticity over empty promises.
Shop smart. Choose natural. And, as always, feel free to reach out if you have any questions about our products or ingredients—we’re here to help!
Thanks for reading.
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