Greenwashing has become rife over the last decade, as beauty brands try to stay ahead of consumers’ interest in planet-friendly purchasing, according to a new Provenance report.
The Skin Deep Beauty report suggests there’s a distrust between consumers and beauty brands when it comes to sustainability promises and a lack of transparency is driving consumers to reconsider their purchases.
The survey reveals that 90 per cent of consumers consider sustainability when buying beauty and wellness products, but 79 per cent find it difficult to trust brands’ sustainability claims.