{"id":285,"date":"2026-10-06T12:51:03","date_gmt":"2026-10-06T12:51:03","guid":{"rendered":"https:\/\/makrolife-biotech.com\/blog\/?p=285"},"modified":"2026-08-25T13:01:11","modified_gmt":"2026-08-25T13:01:11","slug":"eu-green-claims-directive-cosmetic-supplement-brands","status":"publish","type":"post","link":"https:\/\/makrolife-biotech.com\/blog\/eu-green-claims-directive-cosmetic-supplement-brands\/","title":{"rendered":"EU Green Claims Directive: What Cosmetic and Supplement Brands Need to Know About Sustainability Claims"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Consumers increasingly expect products to be more sustainable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brands respond with claims such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cenvironmentally friendly\u201d<\/li>\n\n\n\n<li>\u201ceco-conscious\u201d<\/li>\n\n\n\n<li>\u201cclimate neutral\u201d<\/li>\n\n\n\n<li>\u201cnatural\u201d<\/li>\n\n\n\n<li>\u201csustainable packaging\u201d<\/li>\n\n\n\n<li>\u201cbetter for the planet\u201d<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">But sustainability communication is becoming a much more regulated area.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For cosmetic and supplement brands, this means one important shift:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A sustainability claim is no longer only a marketing decision. It becomes a compliance question.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Why Are Green Claims Being Regulated?<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Environmental claims have become increasingly common across consumer markets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, many claims are difficult for consumers to verify.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A product described as \u201cgreen\u201d or \u201csustainable\u201d may refer to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>packaging<\/li>\n\n\n\n<li>ingredients<\/li>\n\n\n\n<li>production processes<\/li>\n\n\n\n<li>carbon footprint<\/li>\n\n\n\n<li>sourcing<\/li>\n\n\n\n<li>recyclability<\/li>\n\n\n\n<li>biodiversity impact<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Without clear criteria, different companies can use the same words to describe completely different things.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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. (<a href=\"https:\/\/environment.ec.europa.eu\/topics\/circular-economy\/green-claims_en\">European Commission, Green Claims Directive<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The objective is not to prevent sustainability communication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is to make sustainability claims more meaningful.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">What Is the Green Claims Directive?<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">The proposed EU Green Claims Directive introduces requirements for companies making explicit environmental claims about products or services.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Under the proposal, companies would need to ensure that claims are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>based on scientific evidence<\/li>\n\n\n\n<li>supported by a recognised methodology<\/li>\n\n\n\n<li>transparent about what aspect of the product they refer to<\/li>\n\n\n\n<li>independently verified before being communicated to consumers<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">(<a href=\"https:\/\/environment.ec.europa.eu\/topics\/circular-economy\/green-claims_en\">European Commission, Proposal for a Directive on Green Claims<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means brands will need stronger documentation behind statements that previously may have been used mainly as marketing language.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Why Cosmetic and Supplement Brands Should Pay Attention<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Cosmetics and supplements are industries where sustainability communication plays a major role.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Common examples include:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Cosmetics<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cclean beauty\u201d<\/li>\n\n\n\n<li>\u201cnatural ingredients\u201d<\/li>\n\n\n\n<li>\u201ceco-friendly packaging\u201d<\/li>\n\n\n\n<li>\u201csustainable formula\u201d<\/li>\n\n\n\n<li>\u201cgreen skincare\u201d<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Supplements<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cplant-based\u201d<\/li>\n\n\n\n<li>\u201cresponsibly sourced\u201d<\/li>\n\n\n\n<li>\u201cenvironmentally friendly production\u201d<\/li>\n\n\n\n<li>\u201csustainable ingredients\u201d<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These claims can relate to very different parts of the product lifecycle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A recyclable bottle does not automatically make the entire product sustainable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A natural ingredient does not automatically mean low environmental impact.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A plant-derived ingredient does not automatically have a lower footprint than a synthetic alternative.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The claim must match the evidence.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">A Sustainability Claim Needs a Clear Scope<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most common mistakes is making a broad claim based on a limited improvement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Example:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A supplement brand changes from plastic packaging to recyclable cardboard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The statement:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cOur product is sustainable.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">is much broader than the evidence supports.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A more accurate claim would specify:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cOur packaging uses recyclable cardboard material.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The difference is important.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first statement describes the entire product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The second describes one measurable attribute.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Future compliance will increasingly depend on this level of precision.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">\u201cNatural\u201d Does Not Automatically Mean \u201cSustainable\u201d<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Natural ingredients are often associated with sustainability.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, environmental impact depends on many factors:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>cultivation methods<\/li>\n\n\n\n<li>land use<\/li>\n\n\n\n<li>water consumption<\/li>\n\n\n\n<li>transport<\/li>\n\n\n\n<li>processing<\/li>\n\n\n\n<li>extraction methods<\/li>\n\n\n\n<li>biodiversity effects<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A naturally derived ingredient can have a significant environmental footprint.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A synthetic ingredient can sometimes have a lower impact depending on production methods.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, environmental claims cannot rely only on whether an ingredient is natural or synthetic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The assessment needs to consider the relevant lifecycle.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Packaging Claims Will Receive More Attention<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Packaging is one of the easiest areas for consumers to understand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is also one of the areas where claims are frequently used.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201c100% recyclable\u201d<\/li>\n\n\n\n<li>\u201cplastic-free\u201d<\/li>\n\n\n\n<li>\u201cbiodegradable\u201d<\/li>\n\n\n\n<li>\u201ccompostable\u201d<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These statements require careful wording.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A material may technically be recyclable but not commonly recycled in all markets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A compostable material may require specific industrial composting conditions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A reduction in plastic use does not automatically mean the total environmental impact has decreased.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brands need evidence for the exact claim they communicate.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">What Documentation Should Brands Prepare?<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Companies should begin collecting evidence before updating sustainability communication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Relevant documentation may include:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Supplier Information<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>raw material sourcing information<\/li>\n\n\n\n<li>certifications<\/li>\n\n\n\n<li>environmental declarations<\/li>\n\n\n\n<li>packaging specifications<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Testing and Analysis<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>material composition testing<\/li>\n\n\n\n<li>recyclability assessments<\/li>\n\n\n\n<li>analytical verification where relevant<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Lifecycle Information<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>production impacts<\/li>\n\n\n\n<li>transport considerations<\/li>\n\n\n\n<li>energy consumption<\/li>\n\n\n\n<li>end-of-life scenarios<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Claim Verification<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Every sustainability statement should have a clear answer to:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What exactly is being claimed?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What evidence supports it?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Which part of the product does it apply to?<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Why Supplier Documentation Alone May Not Be Enough<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Many brands rely heavily on supplier statements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, sustainability claims ultimately belong to the company communicating them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A supplier certificate may confirm a specific property of an ingredient or material.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It does not automatically validate a broader consumer-facing claim.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A supplier confirms that an ingredient is sustainably sourced.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That does not automatically prove:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis entire cosmetic product is sustainable.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The final claim must be assessed at product level.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">How This Impacts Product Development<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Sustainability should increasingly be considered during formulation and packaging development, not only after production.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Important questions include:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ingredients<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Where are raw materials sourced?<\/li>\n\n\n\n<li>Are sustainability claims documented?<\/li>\n\n\n\n<li>Are alternatives available?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Packaging<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Is the material recyclable?<\/li>\n\n\n\n<li>Is the claim valid across target markets?<\/li>\n\n\n\n<li>Can unnecessary material be reduced?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Testing<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Can environmental statements be verified?<\/li>\n\n\n\n<li>Are analytical methods available?<\/li>\n\n\n\n<li>Is documentation complete?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Early evaluation reduces the risk of changing marketing claims after launch.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Common Green Claim Mistakes Brands Should Avoid<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\">1. Using vague environmental language<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Examples:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201ceco-friendly\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cgreen\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cplanet-safe\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">without explaining what the statement means.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">2. Highlighting one improvement as a total sustainability claim<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A single positive change does not necessarily describe the complete product impact.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">3. Confusing certification with complete sustainability<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A certificate may verify one characteristic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It does not automatically validate every environmental aspect of a product.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">4. Copying competitor claims without checking evidence<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Another company&#8217;s wording may not be appropriate for your formulation, packaging or supply chain.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">5. Updating marketing before updating documentation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The evidence should come first.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The claim comes afterwards.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">How Makrolife Can Support Sustainability-Related Compliance<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Sustainability claims increasingly depend on reliable product information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Makrolife supports companies by helping create a stronger scientific foundation through:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>analytical testing<\/li>\n\n\n\n<li>ingredient verification<\/li>\n\n\n\n<li>quality control support<\/li>\n\n\n\n<li>regulatory documentation<\/li>\n\n\n\n<li>product assessment<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The goal is not simply to create more sustainability claims.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is to help brands communicate claims that are accurate, transparent and defensible.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">The Future of Sustainability Marketing Is Evidence-Based<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Sustainability will remain an important purchasing factor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the way companies communicate sustainability is changing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Future successful brands will not only say:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe are sustainable.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They will be able to explain:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Which part of the product is improved?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How was it measured?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What evidence supports the claim?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What are the limitations?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The strongest sustainability communication will combine marketing with scientific verification.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because the future of green claims is not about saying more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is about proving more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers increasingly expect products to be more sustainable. Brands respond with claims such as: But sustainability communication is becoming a much more regulated area. In the European Union,\u2026<\/p>\n","protected":false},"author":2,"featured_media":286,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[135,138,128,133,139,136,89,110,134,137],"class_list":["post-285","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-and-supplements","tag-cosmetic-compliance","tag-environmental-claims","tag-eu-cosmetics-regulation","tag-green-claims-directive","tag-makrolife","tag-product-testing","tag-regulatory-affairs","tag-supplement-regulation","tag-sustainability-claims","tag-sustainable-packaging"],"_links":{"self":[{"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/posts\/285","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/comments?post=285"}],"version-history":[{"count":1,"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/posts\/285\/revisions"}],"predecessor-version":[{"id":287,"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/posts\/285\/revisions\/287"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/media\/286"}],"wp:attachment":[{"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/media?parent=285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/categories?post=285"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/makrolife-biotech.com\/blog\/wp-json\/wp\/v2\/tags?post=285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}