Have you ever picked up a product labeled “natural” or “eco-friendly” and assumed it was safer for your health and the environment? You’re not alone. Companies know that consumers are looking for cleaner, safer products, and they use deceptive marketing tactics to make their products seem better than they really are.
The reality? Many of these claims mean absolutely nothing. You could be paying extra for the same harmful ingredients you’re trying to avoid.
Let’s break down five of the biggest greenwashing tricks companies use—and how you can avoid falling for them.
1. The Power of Buzzwords
Buzzwords like “natural,” “organic,” “pure,” and “plant-based” sound reassuring, but did you know that many of these terms are completely unregulated?
In the U.S., a word like “natural” on a product doesn’t have a legally binding definition. That means companies can use it freely—even if the product contains synthetic chemicals, artificial preservatives, or other harmful ingredients.
A 2019 study found that parents were more likely to believe a drink labeled “natural” was healthier and contained less sugar—even when it actually didn’t. Some even assumed it meant no added sugar at all. This kind of misleading marketing is common, and it’s why we need stronger regulations to prevent consumer confusion.
How to Protect Yourself:
•Ignore the marketing on the front of the package.
•Flip the product over and read the ingredients list instead.
• Look for legitimate certifications, like USDA Certified Organic or COSMOS Organic for beauty products, which actually have standards behind them.
2. The Packaging Illusion
Have you ever noticed how many “natural” products use green colors, leaves, or images of plants on their packaging? This is intentional. It’s called the “green packaging effect”—where the design makes you feel like the product is safer or more environmentally friendly than it really is.
A perfect example?
•A diaper brand that uses words like “pure” and green leaf imagery, but the actual materials inside are no different from conventional, lower-quality store brands.
•A beauty product in a glass jar marketed as “sustainable,” but filled with the same toxic ingredients as any other conventional product.
How to Protect Yourself:
• Don’t be fooled by packaging. Always check the ingredients list or materials used.
• A sustainable bottle doesn’t make a harmful formula any safer.
3. “Free-From” Labels That Hide Other Toxic Chemicals
You’ve probably seen labels that say “paraben-free,” “phthalate-free,” or “BPA-free.” Sounds great, right? Not so fast.
While companies remove one harmful chemical, they often replace it with another equally concerning substitute—a tactic called “regrettable substitution.”
For example:
•Many “PFAS-free” nonstick cookware brands still contain GenX chemicals, which are just as toxic but don’t legally fall under the PFAS ban.
•Nail polishes labeled “10-free” might exclude a few toxic ingredients but still contain others that are equally questionable.
How to Protect Yourself:
• Don’t assume “free-from” means safe.
•Always check the full ingredient list for hidden substitutes.
•Research what safe alternatives actually look like.
4. Fake Certifications and False Claims
Some companies take their deception to the next level by creating their own seals and certifications to make their products appear more credible.
For example:
•Some brands use fake “FDA-approved” badges, even though the FDA doesn’t regulate personal care or cleaning products.
•Others label their products as “pure” or “non-toxic” without any actual third-party testing to back up their claims.
A diaper investigation I conducted on 30 so-called “non-toxic” brands revealed that only a handful were actually transparent enough to provide real test reports for their claims.
How to Protect Yourself:
•Look for legitimate third-party testing—not just a company’s word for it.
•If a brand claims their product has been tested, ask for lab reports. If they ignore your request or send irrelevant documents, walk away.
5. Overpriced “Eco” Products That Aren’t Worth It
Many consumers assume that safer, healthier products always cost more—but that’s not always true.
Some companies charge a premium for “eco-friendly” or “non-toxic” products that don’t actually deliver on their promises. In reality, many high-quality, safer products last longer, are more concentrated, and don’t need to be replaced as often—making them cheaper in the long run.
How to Find Truly Low-Tox & Affordable Options:
•Choose traditional materials like wood, glass, and stainless steel, which last longer than their synthetic counterparts.
• Look for simple, recognizable ingredients like olive oil and shea butter in personal care products.
•DIY when possible. Many household cleaners and skincare products can be made with pantry ingredients for a fraction of the cost.
The Bottom Line: Don’t Fall for Greenwashing
Greenwashing is everywhere, and companies are banking on consumers not knowing the difference. But now that you understand their tricks, you can:
✅ Shop smarter
✅ Save money
✅ Support truly transparent brands
Regulation on these deceptive practices is lacking in the U.S., but at least the European Union is cracking down—banning generic environmental claims without proof. Hopefully, the U.S. will follow.
Until then, always:
🔍 Read the ingredients list
🔍 Look for real third-party certifications
🔍 Ask brands for proof if they claim their product is tested
Ready to take control of what’s in your home? Learn how to avoid the most common toxic ingredients in beauty and personal care with my free cheatsheet & training: The ONE Page Hormone-Disrupting Beauty Ingredient Cheatsheet. (Click to download)
