An Unregulated Word
Unlike some ingredient and nutrition claims, "eco-friendly" has no single standardized legal definition in the EU or globally. A brand can apply it to a single recyclable component, an entire supply chain, or almost anything in between. That ambiguity is exactly why we're cautious about using the term loosely.
What We Will Say
Where a specific, verifiable claim applies to a piece of packaging, we'll state it specifically: for example, whether a component is recyclable in standard municipal recycling, made from a stated percentage of recycled material, or refillable. Specific claims can be checked; vague ones can't.
What We Won't Say
- We won't call a product "eco-friendly" as a blanket label without a specific, verifiable basis for the claim.
- We won't imply a product has zero environmental impact — manufacturing, shipping, and packaging all carry some footprint.
- We won't use imagery or language (like leaves or "green" colour schemes) as a substitute for a factual claim.
Why This Approach
Vague sustainability language is a well-documented problem across the beauty and personal care industry, and it's one of the reasons buyers tell us they don't trust generic claims. We'd rather tell you exactly what's true about a specific piece of packaging than make a broad promise we can't fully stand behind.
Questions About a Specific Product's Packaging?
Contact us and we'll tell you what we know about the packaging for any product you're curious about.
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