Beauty brands that claim to be sustainable more often than not have a greenwashing problem—and young consumers can see right through it. 

Beauty brands that claim to be sustainable more often than not have a greenwashing problem—and young consumers can see right through it. While young companies, like FEWE and MeMeMe, are working to disrupt unsustainable business practices, they’re urging that they “also need big beauty players to be involved and retailers to push for it.” We know young consumers want to make environmentally conscious purchasing decisions, but they’re not always able to do so, and are getting especially frustrated that beauty brands keep using words like “clean” and “green” in their marketing when that’s not the case for the brand at large. A 2023 report from the Carbon Trust’s Net Zero Intelligence Unit found that “none of the world’s 10 largest beauty companies have set an independently validated Net Zero target, and three of those corporations haven’t committed publicly to such a target at all.” Ultimately, young consumers want transparency and YPulse data shows they think brands should be held accountable for their environmental impacts. (Adweek)