How To Avoid Greenwashing In The Makeup Industry - Ecobuy
Mineral Foundation Powder | Titanium Dioxide Free Mineral Foundation | MG Naturals

Every day, individuals come across some of their favourite and popular brands that label themselves as “cruelty-free” or “allergy certified”. However, this is not always the case, some companies fabricate the authenticity of their products to manipulate consumers into believing their product is cruelty free or allergy certified when they actually aren’t – this is called greenwashing.

With the booming trends in sustainable living, makeup has been a prime industry that has seen thriving influxes of profits generated from natural or organic products. Many companies take this to their advantage and dub their beauty products as “organic” even if only a small fraction of the ingredients is actually organic – a product with only 1% of ingredients deemed as organic and the other 99% of it may consist of materials harmful for your skin. Greenwashing is heavily common within the beauty and makeup industry but how do you spot when a company is greenwashing?

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1. Do your research

A simple Google search could have the answers you are looking for. Check their ingredient list if you’re skeptical if their product is actually “natural” or “organic” and if you aren’t too sure what the ingredient is, Google is your best friend!

2. Find the company’s certifications
Certified cruelty-free bunny logos

Certified cruelty-free bunny logos

This is a great guide for your research. If a product has any of the above symbols/logos on their packaging, they’re usually regarded as cruelty-free – but there is always a loophole with every logo! By going on the makeup company’s website, they usually state their certifications but always remember to do some further research to 100% understand what they mean and how it may impact your choices.

MG Naturals

MG Naturals is an 100% titanium dioxide free mineral makeup brand that holds a plethora of certifications and that DOESN’T greenwash.

Their transparency with the ingredients in their products as well as the banned ingredients from their products ensures your comfort in allowing you to use sustainable, vegan, allergy free, toxin and titanium free makeup without worry! Titanium dioxide is known to be incredibly harmful to your skin and is present in a lot of the current makeup products you use from the store.

To find out more about all the toxins they ban from their makeup, click here!

Here are some great alternatives to the possibly greenwashing brands you use now.

Organic Liquid Foundation – SHOP NOW!

Organic Liquid foundation | Without Titanium Dioxide | MG Naturals

With only 15 ingredients, this beautifully curated foundation doesn’t leave your skin feeling oily or too heavy. With anti-aging properties, this foundation is bound to leave your skin looking hydrated and youthful! Engulfed with sun protecting ingredients, this product also doesn’t leave your skin irritated or damaged.

Suitable to ALL skin types, this multifaceted foundation also has great coverage so what is not to love?! Find it here.

Benefits of this foundation:
  • Hydrating & soothing with Aloe, cucumber & Marshmallow
  • Anti-ageing with Camellia, Carrot & apricot oils
  • Natural anti-inflammatory & SPF from Zinc Oxide
  • Silk mica to diffuse light & minimise imperfections
  • Suitable for all skin types
  • 7 beautiful shades
  • Organic, Vegan and Certified Safe
  • Made in Australia
  • NO Chemicals, parabens, toxins, dyes or silicones
Vegan Bronzer – SHOP NOW!

Vegan Bronzer | Titanium Dioxide Free Bronzer | MG Naturals

This vegan bronzer is delicate and glowy and doesn’t leave your face looking muddy! In addition to this, it is made up of only 6 simple ingredients, suitable for ALL skin types, nano free and soothes your skin. This triple milled product is so fine and light weight, that it will feel like you have nothing on your skin! Find it here!

Benefits of the vegan bronzer:
  • Triple milled, light weight & silky fine
  • Buildable & bendable with a subtle shimmer for easy application
  • Perfect for sensitive skin
  • Vegan & Certified Safe
  • Two great shades
  • Large 4.5 grams sifter pot
  • Made in Australia
  • NO Titanium Dioxide
  • NO Talc or cheap fillers, Bismuth Oxychloride, Dimethicone or silicones
Organic Mascara – SHOP NOW!

imageimageimage Organic Mascara | Natural Mascara | MG Naturals

This mascara is one of our staff’s top picks! Leaving you with lovely long lashes, this product doesn’t clump up on your lashes and leave them looking “spidery”. Instead, it leaves your lashes smudge resistant and intensely voluminous! Perfectly curated for sensitive eyes, this 12-ingredient product is the best match for you. The bonus is: nourish your lashes too, with the use of Jojoba and castor oil – this product is made to strengthen and lengthen your lashes to be the healthiest they can be! Find it here!

Benefits of the vegan mascara:
  • All natural
  • Formulated for sensitive eyes
  • Jojoba & castor oil to condition & strengthen lashes
  • Volume boosting
  • Green tea to encourage lash growth
  • No chemicals
  • Smudge-resistance
  • Applies easily
  • No Polymer film formers
  • Vegan
  • Organic
  • No plastics
  • Beautiful Ebony Black
  • 10ml size
  • Certified safe by CertClean, Made Safe & Safe Cosmetics Australia
  • Made in Australia
  • No parabens
  • No Titanium Dioxide
  • Cruelty Free
Say no to Greenwashing!

Greenwashing In The Makeup Industry

With our simple tips and tricks, figure out how to spot greenwashing in the makeup industry and avoid it using our recommended products from MG Naturals.

MG Naturals is 100% transparent with what they use, what they don’t use and all the certifications they have to ensure your makeup is sustainable, natural, toxin free, cruelty free AND vegan. Not only leaving your skin and health happy, but also caring for the planet one step at a time!

Take your pick and say NO to greenwashing.


What is greenwashing and why is it a problem?

Greenwashing is bad for the environment because it encourages consumers to buy a product or service thinking that they are helping the environment when often the result it is the opposite of what’s good for the environment.

How do you spot greenwashing?

If a company can support their eco-friendly claim with hard data, they have every reason to make it available to consumers. So if that information isn’t provided, you’ve probably spotted a case of greenwashing. Hidden trade-offs and unsubstantiated claims are not the only forms of greenwashing.

How do you know if your makeup is vegan?

Start by scanning the product’s label and packaging. Look for products that have the “Certified Vegan” logo. If the product is simply labeled “vegan” or “contains no animal ingredients” do not take that as a guarantee, read the full ingredient list and find out for yourself.