The words natural, clean, green, and eco appear on an enormous share of hair care products. In Europe and the UK, none of these terms are legally defined for cosmetics. A brand can print any of them on a bottle and face no regulatory consequence for doing so, unless they make a specific, verifiable claim that can be shown to be false.
This is the environment in which greenwashing thrives. Here is how to read past it.
The Specific Words That Carry No Verification
The following terms have no regulated definition in EU or UK cosmetics law. They can appear on any product, regardless of what it contains:
- Natural
- Clean
- Green
- Eco-friendly
- Pure
- Plant-powered
- Conscious
- Sustainable (when applied to the product, not verified practices)
- Free from (followed by ingredients the product never contained in the first place)
None of these require any third-party verification. None of them tell you anything specific about what is in the product.
Visual Greenwashing
Greenwashing operates through design as much as through words. Signals to notice:
- Green packaging with leaf or botanical imagery on a product that has no organic certification
- Ingredient spotlighting ("with argan oil", "with aloe vera") when those ingredients may be present at trace concentrations
- Certifications that exist but are not relevant: a product might carry a cruelty-free logo while still containing petrochemical ingredients
- Vague sustainability commitments ("we care about the planet") without any measurable standard or third-party verification
The One Reliable Signal: Third-Party Certification
The most reliable way to evaluate a natural or organic claim is to look for a specific, verifiable third-party certification from an independent body. Recognised certifications in the EU and UK include:
- COSMOS Natural / COSMOS Organic, certified by ECOCERT, Soil Association, or other accredited bodies
- NATRUE, another European standard for natural and organic cosmetics
- Soil Association Organic, a UK-based, recognised organic standard
These certifications require annual audits by the certifying body. A brand cannot self-certify. The product formula, ingredient sourcing, and manufacturing process are all reviewed. If you see one of these logos, you can verify the product in the certifying body's public database.
Words on a label require nothing. A certification logo from an accredited body requires an audit.
How to Read the Ingredient List
EU and UK cosmetics regulations require a full INCI (International Nomenclature of Cosmetic Ingredients) list on every product. This list, usually in small print on the back or bottom of the packaging, tells you everything that is in the formula in descending order by concentration.
A few practical things to look for:
- Position of key ingredients. If a botanical ingredient is listed near the end of a long list, its concentration in the formula is likely very low, sometimes below 1%.
- Silicones. Common names include Dimethicone, Cyclopentasiloxane, Cyclohexasiloxane, and Amodimethicone. These are petroleum-derived and excluded from COSMOS formulas.
- PEG compounds. Ingredients with "PEG" in the name are polyethylene glycols, typically petrochemical-derived.
- Parfum / Fragrance. This single word can legally cover hundreds of undisclosed synthetic chemical compounds in the EU and UK.
Regulatory Direction
Regulators in the EU and UK are moving toward tighter restrictions on unsubstantiated environmental claims. The EU Green Claims Directive, currently in legislative process, will require brands to substantiate environmental marketing claims with evidence or face penalties. This is not yet in force but signals the direction of travel.
In the meantime, third-party certification remains the most reliable consumer tool available.
Most NUDA products are certified to the ECOCERT COSMOS standard, audited annually. No self-certification. No unverified claims.
See our full certified range: Volume and Body, Shine and Colour, Scalp Health.
A worked example: our rosemary hair and scalp oil states COSMOS Organic certification by ECOCERT, naming both the standard and the certifying body rather than just calling itself natural.
Related reading
- Do COSMOS Certified Shampoos Contain Sulfates?
- Natural Hair Care Brands: Which Are Actually Certified? (2026 Comparison)
- The Difference Between Clean, Natural, Organic, and Certified: In Hair Care
- What Conscious Beauty Buyers Actually Check Before Buying Hair Care
Frequently Asked Questions
Is "free from sulphates" a greenwashing claim?
Not necessarily, it can be a meaningful, verifiable claim if the product genuinely does not contain sulphates. The greenwashing pattern occurs when brands highlight the absence of one ingredient while the formula still contains other synthetic compounds that raise similar concerns. "Sulphate-free" on its own does not indicate a certified natural formula.
What does "dermatologist tested" mean?
"Dermatologist tested" means a dermatologist reviewed the product in some capacity, and does not mean the product was approved, recommended, or that it passed a specific test. It does not indicate anything about the ingredient list or certification status of the formula.
Can I trust "organic" on a hair care label?
In the EU and UK, the word "organic" is not legally regulated for cosmetics. A brand can use it without any certification. The reliable version is a certified logo: COSMOS Organic, Soil Association Organic, or similar, from an accredited third-party body. Without a recognised certification logo, the word "organic" on a cosmetics label carries no guaranteed meaning.
How common is greenwashing in the beauty industry?
Studies of beauty and personal care product claims consistently find that a significant proportion of "natural" or "eco" claims lack substantiation. A 2021 European Commission study found that 42% of green claims in the fashion and beauty sectors were exaggerated, false, or unfounded. Regulatory action is increasing, but the gap between claim and reality remains large.
What is the EU Green Claims Directive?
The EU Green Claims Directive is draft EU legislation that would require companies to substantiate environmental marketing claims before making them, using life-cycle assessments or equivalent methodologies. Companies that make unsubstantiated green claims would face penalties. As of 2026 the directive is still progressing through EU legislative process and has not yet come into force.