Being perceived as ethical is something to which a lot of brands aspire. In the world of beauty it's synonymous with using responsibly sourced ingredients, being environmentally conscious and corporate social responsibility. These are all of course very important things. But what about ethical or responsible marketing?
In response to the scaremongering around synthetic ingredient often defined as “toxic”, some natural / green beauty products are being sold as “preservative-free”. This either means that the preservatives used haven’t been disclosed, or worse, they’re not using preservatives at all and that is something as consumers we really should be concerned about.
I regularly see references to the need to avoid all “chemicals” / synthetics and “toxins” in skincare as a basis for selling some green beauty brands (N.B. not all natural brands sell in this way!). The discourse around chemicals in cosmetics these days has become so negative and surrounded in fear. As a brand owner, it’s something I feel really uncomfortable about.