Consumers increasingly expect products to be more sustainable.
Brands respond with claims such as:
- “environmentally friendly”
- “eco-conscious”
- “climate neutral”
- “natural”
- “sustainable packaging”
- “better for the planet”
But sustainability communication is becoming a much more regulated area.
In the European Union, companies will face stricter requirements for environmental claims. The goal is to prevent misleading environmental marketing and ensure that sustainability statements are supported by reliable evidence.
For cosmetic and supplement brands, this means one important shift:
A sustainability claim is no longer only a marketing decision. It becomes a compliance question.
Why Are Green Claims Being Regulated?
Environmental claims have become increasingly common across consumer markets.
However, many claims are difficult for consumers to verify.
A product described as “green” or “sustainable” may refer to:
- packaging
- ingredients
- production processes
- carbon footprint
- sourcing
- recyclability
- biodiversity impact
Without clear criteria, different companies can use the same words to describe completely different things.
The European Commission identified misleading environmental claims as a barrier to reliable consumer information and proposed new rules to ensure that environmental claims are substantiated, verified and communicated clearly. (European Commission, Green Claims Directive)
The objective is not to prevent sustainability communication.
It is to make sustainability claims more meaningful.
What Is the Green Claims Directive?
The proposed EU Green Claims Directive introduces requirements for companies making explicit environmental claims about products or services.
Under the proposal, companies would need to ensure that claims are:
- based on scientific evidence
- supported by a recognised methodology
- transparent about what aspect of the product they refer to
- independently verified before being communicated to consumers
(European Commission, Proposal for a Directive on Green Claims)
This means brands will need stronger documentation behind statements that previously may have been used mainly as marketing language.
Why Cosmetic and Supplement Brands Should Pay Attention
Cosmetics and supplements are industries where sustainability communication plays a major role.
Common examples include:
Cosmetics
- “clean beauty”
- “natural ingredients”
- “eco-friendly packaging”
- “sustainable formula”
- “green skincare”
Supplements
- “plant-based”
- “responsibly sourced”
- “environmentally friendly production”
- “sustainable ingredients”
These claims can relate to very different parts of the product lifecycle.
For example:
A recyclable bottle does not automatically make the entire product sustainable.
A natural ingredient does not automatically mean low environmental impact.
A plant-derived ingredient does not automatically have a lower footprint than a synthetic alternative.
The claim must match the evidence.
A Sustainability Claim Needs a Clear Scope
One of the most common mistakes is making a broad claim based on a limited improvement.
Example:
A supplement brand changes from plastic packaging to recyclable cardboard.
The statement:
“Our product is sustainable.”
is much broader than the evidence supports.
A more accurate claim would specify:
“Our packaging uses recyclable cardboard material.”
The difference is important.
The first statement describes the entire product.
The second describes one measurable attribute.
Future compliance will increasingly depend on this level of precision.
“Natural” Does Not Automatically Mean “Sustainable”
Natural ingredients are often associated with sustainability.
However, environmental impact depends on many factors:
- cultivation methods
- land use
- water consumption
- transport
- processing
- extraction methods
- biodiversity effects
A naturally derived ingredient can have a significant environmental footprint.
A synthetic ingredient can sometimes have a lower impact depending on production methods.
Therefore, environmental claims cannot rely only on whether an ingredient is natural or synthetic.
The assessment needs to consider the relevant lifecycle.
Packaging Claims Will Receive More Attention
Packaging is one of the easiest areas for consumers to understand.
It is also one of the areas where claims are frequently used.
Examples:
- “100% recyclable”
- “plastic-free”
- “biodegradable”
- “compostable”
These statements require careful wording.
A material may technically be recyclable but not commonly recycled in all markets.
A compostable material may require specific industrial composting conditions.
A reduction in plastic use does not automatically mean the total environmental impact has decreased.
Brands need evidence for the exact claim they communicate.
What Documentation Should Brands Prepare?
Companies should begin collecting evidence before updating sustainability communication.
Relevant documentation may include:
Supplier Information
- raw material sourcing information
- certifications
- environmental declarations
- packaging specifications
Testing and Analysis
- material composition testing
- recyclability assessments
- analytical verification where relevant
Lifecycle Information
- production impacts
- transport considerations
- energy consumption
- end-of-life scenarios
Claim Verification
Every sustainability statement should have a clear answer to:
What exactly is being claimed?
What evidence supports it?
Which part of the product does it apply to?
Why Supplier Documentation Alone May Not Be Enough
Many brands rely heavily on supplier statements.
However, sustainability claims ultimately belong to the company communicating them.
A supplier certificate may confirm a specific property of an ingredient or material.
It does not automatically validate a broader consumer-facing claim.
For example:
A supplier confirms that an ingredient is sustainably sourced.
That does not automatically prove:
“This entire cosmetic product is sustainable.”
The final claim must be assessed at product level.
How This Impacts Product Development
Sustainability should increasingly be considered during formulation and packaging development, not only after production.
Important questions include:
Ingredients
- Where are raw materials sourced?
- Are sustainability claims documented?
- Are alternatives available?
Packaging
- Is the material recyclable?
- Is the claim valid across target markets?
- Can unnecessary material be reduced?
Testing
- Can environmental statements be verified?
- Are analytical methods available?
- Is documentation complete?
Early evaluation reduces the risk of changing marketing claims after launch.
Common Green Claim Mistakes Brands Should Avoid
1. Using vague environmental language
Examples:
“eco-friendly”
“green”
“planet-safe”
without explaining what the statement means.
2. Highlighting one improvement as a total sustainability claim
A single positive change does not necessarily describe the complete product impact.
3. Confusing certification with complete sustainability
A certificate may verify one characteristic.
It does not automatically validate every environmental aspect of a product.
4. Copying competitor claims without checking evidence
Another company’s wording may not be appropriate for your formulation, packaging or supply chain.
5. Updating marketing before updating documentation
The evidence should come first.
The claim comes afterwards.
How Makrolife Can Support Sustainability-Related Compliance
Sustainability claims increasingly depend on reliable product information.
Makrolife supports companies by helping create a stronger scientific foundation through:
- analytical testing
- ingredient verification
- quality control support
- regulatory documentation
- product assessment
The goal is not simply to create more sustainability claims.
It is to help brands communicate claims that are accurate, transparent and defensible.
The Future of Sustainability Marketing Is Evidence-Based
Sustainability will remain an important purchasing factor.
But the way companies communicate sustainability is changing.
Future successful brands will not only say:
“We are sustainable.”
They will be able to explain:
Which part of the product is improved?
How was it measured?
What evidence supports the claim?
What are the limitations?
The strongest sustainability communication will combine marketing with scientific verification.
Because the future of green claims is not about saying more.
It is about proving more.
