"Reef friendly"

Sued over 'reef friendly' sunscreen claims when the product contained avobenzone, homosalate, octisalate, and octocrylene — all documented as harmful to marine life.

What to look for instead

Scrutinize the active list rather than the front-of-pack badge.

More claims under audit

Potentially MisleadingClaim #30
"High percentage of natural ingredients"
Nivea
Potentially MisleadingClaim #29
"Environmentally sound product positioning"
Ulta Beauty
Potentially MisleadingClaim #28
"Biodegradable wipes"
Boots' No.7 Beauty
Potentially MisleadingClaim #26
"Grounded in an ethos of sustainability"
SKKN (Kim Kardashian)

Sources

01
How to Spot & Avoid Greenwashing in the Beauty Industry
Ilu Hub

"High percentage of natural ingredients"

"Environmentally sound product positioning"

"Biodegradable wipes"

"Grounded in an ethos of sustainability"