Greenwashing erkennen: So erkennst du falsche "Öko"-Versprechen bei Mode & Kosmetik

Have you ever stood in a store, holding a product wrapped in soothing green packaging, feeling good about your choice — only to later discover it wasn't as eco-friendly as it claimed? I have, many times..

This is called greenwashing. Companies spend more time and money marketing themselves as green than actually minimizing their environmental impact. It's the gaslighting of sustainability — brands mislead well-intentioned shoppers with vague claims, nature imagery, and promises that fall apart the moment you look closer.

But once you know what to look for, you can spot greenwashing quicker. In this guide, we'll break down the biggest red flags, learn how to spot greenwashing , especially in fashion and beauty, and give you practical tools to shop with confidence.

Key Takeaways

• Greenwashing defined: Greenwashing is when a brand falsely portrays itself or its products as environmentally friendly — more performance than substance. It ranges from subtle packaging tricks to bold sustainability claims that crumble under scrutiny.

• Why it matters: Misleading environmental claims erode consumers trust and misdirect your dollars away from truly sustainable products. A Harvard Business Review analysis found that 42% of "green" claims were exaggerated or false. That's nearly half.

• Common red flags: Watch for vague terms like "natural" or "eco-friendly" with no proof, green imagery that masks a lack of concrete actions, and zero transparency. If it sounds too good to be true, it usually is.

• How to verify: Authentic eco-friendly brands provide specific details (for example, "made of 50% GOTS-certified organic cotton"), hold trusted third-party certification labels like Fair Trade or B Corp, and are transparent about their supply chain and environmental impact. If you're unfamiliar with textile certifications, our guide to GOTS-certified clothing breaks down what the gold standard actually looks like.

• Fashion and beauty focus: These industries are hotbeds for greenwashing. From so-called "conscious" clothing lines using minimal recycled material to "clean beauty" slogans with no regulatory meaning, we'll show you how to identify greenwashing in both sectors.

• New regulations — from updated EU consumer-protection rules on green claims to ongoing FTC work on its Green Guides — are increasingly holding companies accountable, but enforcement is still uneven. An informed consumer remains the best defense.

What Is Greenwashing, Really?

Greenwashing is a blend of "green" and "whitewashing." The term was coined in the 1980s by environmentalist Jay Westerveld, who called out a hotel's fake "save the towels" eco-campaign. Today, it spans any marketing practice that overstates environmental benefits or hides dirty truths behind a clean image.

A fashion brand launches a "sustainable collection" made mostly from conventional fabrics. An oil company runs ads about "protecting the planet" while lobbying against climate regulations. It's a performance of sustainability without the substance.

Environmental researcher Angel Hsu identifies three types of greenwashing. Well-meaning but misdirected — pledges made without a real plan to reduce emissions. Offsetting instead of reducing — relying on carbon offsets or small projects to excuse business-as-usual pollution. And deliberate deception — bold promises with no intention to follow through, like cherry-picking data or omitting major sources of greenhouse gas emissions.

Why should this matter to you personally? Greenwashing misleads caring shoppers, directing dollars away from sustainable products. It dulls the competitive pressure on companies to improve. And it delays real climate action. Surveys like Edelman’s “In Brands We Trust?” report found that only about a third of consumers (34%) trust most of the brands they buy or use, and 81% say lack of trust is a deal-breaker or deciding factor when they consider a purchase. Greenwashing is a big reason why.

Why "Eco-Friendly" Is Everywhere Right Now

If you feel like every product has a green label these days, you're not imagining it. Roughly 85% of people globally have shifted toward greener purchasing in recent years, and one-third are willing to pay a premium for sustainable alternatives. Brands know this — and they're cashing in.

Terms like biodegradable, organic, eco-friendly, and clean beauty are trending everywhere. And if you've searched "how to spot greenwashing," you're already asking the right question. You want to make responsible choices without being duped by false labels. That's a completely valid concern.

Environmentally conscious shoppers — especially millennials and Gen Z — often feel anxious about misleading claims. "How do I know if this sustainable fashion line is legit?" "What eco-labels can I trust?" "Am I doing more harm than good?"

Interest in spotting greenwashing tends to spike around Earth Day and during major climate news. Brands roll out green campaigns during these times and consumers become especially vigilant. Staying sharp during seasonal "eco-friendly" blitzes matters.

6 Red Flags: How to Spot Greenwashing in Action

Buying "green" should feel good. But before you trust a company's environmental claims, look out for these telltale signs. Each one comes with real examples so you can recognize it on the spot.

1. Vague "Green" Buzzwords With No Definitions

Words like "natural," "eco-friendly," "green," "clean," or even "sustainable" are not regulated and can mean anything. This term dilution makes us think a product is environmentally friendly when it might not be.

A skincare bottle claims "pure and natural" while containing harsh naturally derived chemicals. A clothing tag says "sustainable fashion" but provides zero info on why. If a claim isn't quantified — say, "made with 50% organic cotton" versus just "made responsibly" — that's a red flag.

The Rainforest Alliance warns that words like "eco-friendly" and "natural" sound nice but without proof, they mean nothing. The U.S. FTC agrees: broad, unqualified claims like "green" or "eco-friendly" are difficult to substantiate and likely deceptive.

How to spot it: Look for specifics. If a product says "sustainable," check which aspect. Is it the material? The production process? The supply chain? If the package or website doesn't explain what "eco" actually means, the claim is probably hollow. UK regulators have cracked down on fashion brands using vague terms like "responsible" without clear criteria. That's the direction things are heading.

2. Nature Imagery and Green Aesthetics

Sometimes greenwashing isn't in words — it's in the visuals. Packaging splashed with green leaves, forests, cute animals, or earth-tone colors can subconsciously signal "eco-friendly" even when the product has no environmental benefit. As Todd Larsen of Green America notes, we see images and react emotionally. That shampoo with the leaf on the label might still contain harsh chemicals. Even literally coloring a product green is a known ploy.

Coca-Cola once launched "Coca-Cola Life" in a green can to imply eco credentials. It was still sugary soda with a marketing upgrade. Fast fashion websites decorate their "Conscious Collection" pages with flowers and recycling symbols while selling mostly conventional polyester.

How to spot it: Don't judge a product by its packaging alone. Flip it over. Does the company provide data or certifications to back up that green vibe? Would this product seem completely ordinary without the cute design? If yes, that tells you everything.

3. No Proof or Transparency

This is a big one. Companies doing the right thing are usually eager to talk about it. Greenwashers stay vague.

A detergent claims "planet-safe" without saying what makes it so. A t-shirt says "ethically made" but you can't find factory information anywhere. No sustainability webpage, no impact report, no environmental credentials at all.

Independent eco-certifications are your strongest form of proof. Terms like "USDA Organic," "GOTS-certified," "Fair Trade Certified," or "Leaping Bunny" mean a claim was vetted by a third party. If you're navigating the world of clean beauty certifications, knowing which seals to trust saves you a lot of guesswork.

Greenwashers, on the other hand, might avoid robust third‑party certifications entirely — or use weaker, industry‑created schemes that critics say confuse consumers when compared with stricter standards like the Forest Stewardship Council (FSC). For example, environmental groups have repeatedly criticized the industry‑backed Sustainable Forestry Initiative (SFI) as a form of greenwashing and have filed complaints in Canada alleging that its standard allows harmful logging while being marketed as “sustainable.”

The FTC's Green Guides emphasize that if you make an environmental claim, you must have solid evidence to back it up.

How to spot it: Do a quick credibility check. On the package, look for real certification labels (USDA Organic, Energy Star, Rainforest Alliance). On the website, search for a sustainability report. And look for data — numbers like "made with 30% post-consumer recycled plastic." Vague fluff like "using sustainable materials" without specifics could mean as little as 5% recycled content.

4. Irrelevant or Exaggerated Claims

Greenwashing often involves highlighting one tiny green aspect that doesn't make a product overall "green." The classic: CFC-free labels on aerosol products. CFCs have been banned for decades. Slapping "CFC-free" on hairspray creates a false impression when every hairspray is already CFC-free.

Other common examples: a plastic package stating "recyclable" when all similar packages are (or worse, local facilities can't process it). A shampoo advertising "50% more natural ingredients" when that meant going from 2% to 3%. The percentage sounds huge. The actual improvement is negligible. A fashion brand heavily markets one "sustainable shoe collection" while 95% of its products are still fast fashion. This tokenism functions as a cost saving measure disguised as environmental effort.

The UK's Competition and Markets Authority warns against cherry-picking environmental attributes — any highlighted eco-attribute mustn't give a misleading overall impression of a product's impact.

How to spot it: Context is key. Is this claim truly unique or just common compliance? Look at the whole lifecycle. If a company brags about one green aspect, check the rest — sourcing, production process, packaging, end-of-life. One good feature doesn't cancel out everything else.

5. "All Talk, No Action" Promises

Grand statements like "We're going carbon neutral!" or "100% sustainable by 2030!" can be inspiring. Or they can be classic greenwashing when a company offers no roadmap.

A genuine net zero target comes with measurable interim targets like "50% emissions reduction by 2025, verified by XYZ." Over-reliance on carbon offsets instead of actually working to reduce emissions is another warning sign. Offsets can be a way of passing the buck — paying others to lower greenhouse gases while not cutting your own absolute emissions. And banking on unproven future technology to achieve carbon neutrality sounds progressive without requiring action today.

A 2019 CDP analysis gave 23 of 25 major car companies a poor grade on aligning with climate goals. Many were omitting key emissions from their cars to make numbers look better. Big sustainability claims, tiny sustainability efforts.

Professor Andreas Rasche, a greenwashing expert, puts it simply: "If you buy a T-shirt for one euro and it says it's eco-friendly, your common sense tells you that cannot be." Actions and honest pricing speak louder than slogans.

How to spot it: Look for long term targets paired with concrete data and progress reports. Does the company share current vs. past performance? If you only hear sweeping statements with no accountability, be skeptical. A genuine brand will admit imperfections and detail how it's improving year over year.

6. The "Best in the World" Attitude

A company bragging about being "100% sustainable" or "the greenest brand on Earth" is itself a red flag. No business is fully sustainable in every aspect. Sustainability is a journey — and truly committed companies acknowledge this.

Patagonia is often lauded as a leader, yet they openly admit they're not fully sustainable. Their founder said, "There's no such thing as sustainable apparel, we can only strive to do less harm." That kind of honesty builds trust. At Orbasics, we feel the same way — we're proud of our GOTS-certified organic clothing, but we also know there's always room to do more. Contrast that with a brand that loudly proclaims "We are the ultimate sustainable brand" and leaves it at that.

How to spot it: If a company never acknowledges challenges and only self-congratulates, dig deeper. Truly sustainable brands publish sustainability reports with both successes and shortcomings. A one-sided "we're perfect" narrative is rarely truthful.

Greenwashing in Fashion: When "Sustainable Style" Isn't Sustainable

The fashion industry has embraced the language of sustainability — at least in marketing. Clothing lines labeled "Conscious," "Eco-Edit," and "Green Collection" are everywhere. But how much is real?

• Capsule green collections. Large apparel brands routinely launch a small sustainable line — a few T-shirts made of organic cotton or recycled polyester — and market it heavily. That collection often makes up a tiny fraction of total inventory while the rest remains fast fashion business-as-usual. Regulators found some items in these lines had as little as 20% recycled content, and the criteria for inclusion weren't clear to consumers. The UK's CMA forced several fashion giants to commit to no more vague terms without specifics and no false "recycled" claims.

• "Organic" and "recycled" misuse. Without certification or context, these terms mislead consumers. A tag saying "organic cotton blend" could mean 5% organic, 95% conventional. Always check for ratios or certification labels like GOTS or Global Recycle Standard. If you want to understand what truly chemical-free clothing looks like and which certifications actually matter, it's worth learning the differences. Europe's proposed Green Claims Directive aims to make environmental marketing claims verifiable — no more saying "made of recycled material" unless you prove it and state how much.

• Imagery and in-store experience. Fast fashion chains use earthy décor, green hang tags, and recycling bins in stores as brand reputation boosters. These things don't mean the products on the rack are made responsibly. Always read individual labels and check the material breakdown. A genuinely sustainable fashion item communicates its credentials clearly — think "Made in a Fair Trade Certified factory, 70% organic hemp, 30% recycled cotton."

• Supply chain secrecy. A brand might say "we care for our workers and the planet" yet provide no info on factories, wages, dyes, or water use. In fashion, transparency is the new green. Absence of it is a warning sign. Some innovative labels let you scan a QR code to trace the journey of your garment — that's the kind of value chain transparency that matters.

In 2022, regulators investigated several major fashion retailers for misleading advertising. These brands had to remove or re-label hundreds of products and rewrite marketing copy to reflect reality. If you're looking for brands that do it differently, our roundup of the best low tox, PFAS-free clothing brands is a good starting point.

Greenwashing in Beauty: "Clean, Green, Natural" — Facts vs. Fluff

The beauty industry has its own set of buzzwords and pitfalls. "Clean beauty," "non-toxic," "all natural," "free of chemicals" — plastered on everything from shampoos to lipsticks. But cosmetic marketing is loosely regulated when it comes to words like "natural" or "clean."

• "All-natural" and "chemical-free" claims. Everything is made of chemicals at some level. What brands usually mean is no synthetic chemicals. But natural doesn't automatically mean safe or sustainable — arsenic is natural and poisonous. Look for certifications like COSMOS Natural/Organic, USDA Organic, or EWG Verified, which have real standards and verify a genuine environmental attribute. Without them, "natural" is purely marketing. Our clean beauty guide dives deeper into what these terms actually mean and which ones you can rely on.

• Green packaging illusion. Brands rebrand with earthy packaging to signal eco-friendly values. Same plastic bottle, just colored green with a matte label to appear recycled. True sustainable packaging will be explicitly labeled — "this bottle is 100% post-consumer recycled plastic and recyclable."

• Lack of ingredient transparency. A lotion claiming "non-toxic" with an ingredient list full of unrecognizable names is suspect. Honest brands disclose all ingredients, often with a glossary explaining sources. If a "clean beauty" brand won't tell you exactly what's in the bottle, that's a sign to dig deeper.

• Misleading eco-claims. A soap saying "sustainably sourced palm oil" needs RSPO certification to back it up. "Cruelty-free" should come with a Leaping Bunny or PETA logo — not an ambiguous bunny symbol that looks official but isn't an actual certification.

The "clean beauty" movement has had positive impact in pushing harmful chemicals out of formulations. But it also spawned widespread unsubstantiated claims. Industry experts point out that "clean beauty" itself has no universally accepted standard definition. It varies from brand to brand, retailer to retailer. That inconsistency is exactly what lets companies mislead consumers.

When I started transitioning to a non-toxic skincare routine, I quickly realized how much of the "clean" marketing out there was just that — marketing. The products that truly deliver are the ones backed by third-party verification and full ingredient transparency.

How to Shop Smarter: Tips to Avoid Being Greenwashed

Now for the part that actually matters most — what you can do about it. These aren't complicated steps. They're small habits that, once you build them, make sustainable choices feel natural instead of exhausting.

• Look for trusted certifications. For fashion: GOTS for organic fibers, Bluesign for responsible manufacturing, Forest Stewardship Council for paper products. For beauty: USDA Organic, Leaping Bunny, COSMOS-standard. For general products: Energy Star for energy efficient appliances, Fair Trade Certified, B Corp. These certification labels are the gold standard because someone independent has verified the claims. Be cautious of brand-created "certifications" — a real one comes from an independent body.

• Do a quick background check. Search "[brand name] sustainability" or "[product name] greenwashing" on your phone while shopping. Check if the brand has sustainability credentials, third-party audits, or a track record. If news articles mention lawsuits or investigations for misleading claims, you've got your answer.

• Ask questions and use community wisdom. Ask store associates what makes a product eco-friendly. Use apps like Good On You for fashion brand ratings and Think Dirty or EWG Skin Deep for cosmetic ingredients. Online communities can tip you off about dubious environmental claims faster than any advertisement can fool you.

• Read all the labels. Actually flip the product over and read both the marketing claims and the ingredient list. For clothing, check the fabric tag — is that "sustainable" shirt 100% polyester? For cosmetics, scan the ingredient list. If "plant-based" is on the front but synthetic ingredients dominate the back, you've caught a greenwash.

• Watch for "too good to be true" prices. As Professor Rasche pointed out, a five-dollar pair of jeans labeled eco-friendly should raise eyebrows. Extremely low prices often mean corners were cut. The most sustainable fashion is reusing what already exists — shop second-hand when possible, or invest in quality organic basics that last.

• Support brands with a holistic approach. Favor companies that embed sustainability into everything — raw materials, labor, environmental initiatives. Brands with real sustainability efforts publish impact reports, run take-back or repair programs, and weave transparency into their DNA — not just a product line or two.

Every dollar is a vote. Shopping smart rewards brands that do it right and sends a clear message to the rest.

Keep It Real, Keep Them Accountable

Greenwashing may be everywhere, but your knowledge is the antidote. Once you recognize the telltale signs — fluffy language, pretty green labels, absence of actual proof — the noise falls away and real sustainable choices become clear.

Nobody's a perfect consumer. And it shouldn't fall entirely on you to police misleading advertising. The tide is turning. Regulators, watchdog groups, and eco conscious consumers are pushing back and demanding honesty.

Spotting greenwashing comes down to staying curious and a bit skeptical. Ask questions. Read the fine print. Support companies that respect your right to know the truth. By doing so, you're not just avoiding a greenwashed purchase — you're helping build a marketplace where eco-responsibility is real, verified, and celebrated.

If you're ready to take the next step, explore our non-toxic living guides for practical advice on building a healthier, more sustainable lifestyle — from what you wear to what you put on your skin.

Not all that's green is good. But with this knowledge, you can confidently find what truly is.

FAQ: Frequently Asked Questions About How To Avoid Greenwashing

What are three ways to spot greenwashing?

First, look for vague terms like "eco-friendly" or "natural" with no explanation or proof. Second, check whether the company provides transparency through third-party certifications, sustainability reports, or specific data. Third, evaluate whether the claims are relevant — a "CFC-free" label on a product where CFCs are already banned is a red flag, not a green credential.

What is a key indicator of greenwashing?

Lack of transparency. If a brand makes broad environmental claims but can't back them with specifics — no certifications, no data, no sustainability report — that's greenwashing. Genuinely sustainable companies share their environmental credentials openly, from carbon footprint data to supply chain details.

How to check for greenwashing?

Search the brand's website for a sustainability section or report. Look for recognized certification labels (GOTS, Fair Trade, B Corp, USDA Organic). Search "[brand] + greenwashing" online. Use apps like Good On You for fashion or EWG Skin Deep for beauty. If the brand can't answer basic questions about its environmental impact, that's your answer.

How to spot greenwashing and buy actual green products?

Focus on evidence over marketing. Sustainable products back up their claims with specific percentages ("70% recycled polyester"), recognized certifications, and transparent sourcing. Avoid products relying only on vague terms or nature imagery. Support companies with a holistic approach to sustainability — those that address their entire value chain, not just one product line. And remember, buying second-hand or choosing quality over quantity is often the most sustainable choice.

Is greenwashing illegal?

It can be. Regulators consider false environmental claims as deceptive advertising, which is illegal under consumer protection laws. The FTC has used its Green Guides and Section 5 of the FTC Act to prosecute companies for deceptive environmental marketing, and has brought around 100 such cases since the early 1990s. The EU treats misleading green claims as an unfair commercial practice under the Unfair Commercial Practices Directive — now reinforced by the Empowering Consumers for the Green Transition Directive — and the UK's CMA forced fashion brands to change misleading claims, while the ASA has banned “greenwashed” airline ads. Not every case ends in court, but enforcement is gaining momentum and recent greenwashing examples show companies face real legal risk.

What certifications can I trust?

Several are widely respected. Energy Star for energy efficient appliances (backed by the EPA). Fair Trade Certified for labor and environmental standards. GOTS as the gold standard for organic textiles. Leaping Bunny for cruelty-free cosmetics. B Corp for overall social and environmental performance. If you see a green-looking label you don't recognize, a quick search can confirm whether it's legitimate or clever branding. For a deeper dive into what these certifications actually cover, check our guides on GOTS certification and clean beauty certifications.