If you’ve ever picked up a skincare product, flipped it over, and felt like you were reading a chemistry textbook, you’re not alone. The beauty industry thrives on confusion.
They use misleading labels, vague ingredient names, and marketing tricks to make you think you’re getting a high-quality, “clean” product—when in reality, many brands are still packing their formulas with garbage.
So today, we’re breaking it down. No fluff. Just facts about what’s in your skincare, what to watch out for, and how to stop falling for the industry’s bullshit.
1. Greenwashing: When Brands Pretend to Be “Clean”
“Natural.” “Non-toxic.” “Eco-friendly.” These words sound great, right? Too bad they mean absolutely nothing in the skincare industry.
Greenwashing is when companies use misleading branding, packaging, or marketing to make you think their products are better for the planet—or your skin—than they actually are (TerraChoice, 2010).
🚩 Red flags of greenwashing:
- Using green packaging, leaves, or earthy tones to look “natural” (without actual certifications).
- Throwing around words like “clean” or “non-toxic” (which are NOT regulated by the FDA).
- Highlighting a single natural ingredient while ignoring all the synthetic fillers in the formula.
Reality check: A product can say “natural” on the front and still be loaded with synthetic fragrances, preservatives, and petrochemicals.
How to avoid it:
✔️ Look for certifications like USDA Organic, COSMOS, or Ecocert—these actually mean something.
✔️ Read the full ingredient list (not just the fancy marketing claims).
2. “No [Insert Bad Ingredient] Added” Doesn’t Mean It’s Clean
Ever see labels bragging about being “No Parabens,” “No Phthalates,” or “No Sulfates”? Sounds reassuring, right?
Here’s the trick: That label only means the brand didn’t ADD more of the ingredient—it doesn’t mean the product is free from it.
This happens a lot in white-labeled products (where companies buy a pre-made formula and just slap their branding on it). If the base formula already contains parabens or sulfates, the company can still claim “No Parabens Added” because they didn’t personally mix them in.
🚩 Red flags:
- “No added” anything—without proof.
- Brands using vague claims without full ingredient transparency.
How to avoid it:
✔️ Don’t just trust the front label—read the ingredients list.
✔️ Check databases like EWG’s Skin Deep Database to see what’s actually inside (EWG, 2023).
3. The Fragrance Loophole: Where Brands Hide Ingredients
If you see “Fragrance” or “Parfum” on an ingredient list, that single word can legally hide hundreds of chemicals.
Under current regulations, companies don’t have to disclose what’s in their fragrance blends because they’re considered “trade secrets” (FDA, 2022). This means your “clean” product could still contain:
- Phthalates (hormone disruptors linked to reproductive issues)
- Allergens & irritants (even if they claim the product is hypoallergenic)
- Undisclosed preservatives that extend shelf life but may trigger skin reactions
🚩 Red flags:
- “Fragrance” or “Parfum” with no transparency about what’s actually in it.
- “Naturally Scented” (this doesn’t mean much—it could still contain synthetics).
How to avoid it:
✔️ Look for full transparency—brands that disclose the exact oils or extracts they use for scent.
✔️ Choose fragrance-free when possible (or use products scented only with essential oils).
4. Ingredient Lists: The Quick & Dirty Rule of Thumb
Reading skincare labels shouldn’t feel like studying for a chemistry exam. Here’s a simple way to decode them:
💡 If it sounds like a chemistry test and isn’t a botanical extract, be suspicious.
A few top offenders:
❌ Sodium Lauryl Sulfate (SLS): A foaming agent known to strip skin’s natural barrier (Lodén, 2005).
❌ Polyethylene Glycols (PEGs): Petroleum-based compounds that may be contaminated with carcinogens (Nicolopoulou-Stamati et al., 2015).
❌ BHA & BHT: Synthetic preservatives linked to hormone disruption (EFSA, 2012).
What to look for instead:
✔️ Cold-pressed plant oils (like jojoba, avocado, or rosehip)
✔️ Naturally-derived emulsifiers (like beeswax or lecithin)
✔️ Essential oils or botanical extracts for scent and preservation
Final Takeaway: Read the Damn Label
Most mainstream skincare brands don’t care about your skin health—they care about profit. Even brands that started out “clean” (like Burt’s Bees) have been bought by corporate giants (Clorox, in this case) who prioritize shareholders over consumers.
So what can you do?
✔️ Be an informed consumer. Learn to read labels and question vague marketing claims.
✔️ Check independent sources. The Environmental Working Group (EWG) and the Think Dirty app are great places to start.
✔️ Support brands that are actually transparent. Not just with their ingredients, but with their sourcing, formulations, and ethics.
Bottom line? Your skin deserves better than shady marketing and hidden chemicals.
📩 Have you ever caught a brand using sneaky labeling tactics? Send me a pic—I love calling that shit out.
Stay vigilant,
Liz
Citations
- European Food Safety Authority (EFSA). (2012). Scientific Opinion on the risks to public health related to the presence of BHA and BHT in cosmetics. EFSA Journal, 10(6), 2588.
- Environmental Working Group (EWG). (2023). Skin Deep Database. Retrieved from www.ewg.org/skindeep
- Food & Drug Administration (FDA). (2022). Fragrance Ingredient Regulations in Cosmetics. Retrieved from www.fda.gov
- Lodén, M. (2005). The clinical benefit of moisturizers. Journal of the European Academy of Dermatology and Venereology, 19(6), 672-688.
- Nicolopoulou-Stamati, P., Hens, L., & Sasco, A. J. (2015). Cosmetics as endocrine disruptors: Are they a health risk? Reviews on Environmental Health, 30(3), 269-272.
- TerraChoice. (2010). The Sins of Greenwashing: Home and Family Edition. UL Environment Report.