"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 Misleading
"High percentage of natural ingredients"
Nivea
Potentially Misleading
"Environmentally sound product positioning"
Ulta Beauty
Potentially Misleading
"Biodegradable wipes"
Boots' No.7 Beauty
Potentially Misleading
"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"