ingredients

sustainability

Navigating the World of Greenwashing in 2022

Greenwashing Ingredients: What to Keep Your Eyes Out For

ingredients

sustainability

Greenwashing

What once was a term that defined the misleading buzzwords has now become a buzzword of its own. The reality is, every brand (including us) uses short catch phrases and key words making claims about their products — the issue is not providing the transparency to back them up.

In this blog post, we're going to provide examples of descriptors and visuals you have probably seen before, how we define them, and tips to understanding them in 2022.

The advertising vs the ingredient list

Alcohols, C12-16, ethoxylated      C10-16 alkyl glucoside      tetrasodium glutamate diacetate      lauramine oxide      phenol, 2,6-bis(1,1-dimethylethyl)-4-methyl- (odor control)      acetic acid      furan, 5-(hexyloxy)tetrahydro-2,2-dimethyl- (odor control)      trisodium citrate dihydrate      tetraacetylethylenediamine      fragrance      alkoxylated alcohol      bentonite      sodium lauryl sulfate      
Alcohols, C12-16, ethoxylated      C10-16 alkyl glucoside      tetrasodium glutamate diacetate      lauramine oxide      phenol, 2,6-bis(1,1-dimethylethyl)-4-methyl- (odor control)      acetic acid      furan, 5-(hexyloxy)tetrahydro-2,2-dimethyl- (odor control)      trisodium citrate dihydrate      tetraacetylethylenediamine      fragrance      alkoxylated alcohol      bentonite      sodium lauryl sulfate      
Zinc Phthalocyanine Sulphonate      CARBOXYMETHYLCELLULOSE      CHLORINE BLEACH      sodium dodecylbenzenesulfonate      ethoxylated lauryl alcohol      sodium xylenesulfonate      stilbene disulfonic acid triazine derivative      ethoxylated lauryl alcohol      stilbene disulfonic acid triazine      optical brightener      triethanolamine      ethoxylated lauryl alcohol      methylisothiazolinone      
Zinc Phthalocyanine Sulphonate      CARBOXYMETHYLCELLULOSE      CHLORINE BLEACH      sodium dodecylbenzenesulfonate      ethoxylated lauryl alcohol      sodium xylenesulfonate      stilbene disulfonic acid triazine derivative      ethoxylated lauryl alcohol      stilbene disulfonic acid triazine      optical brightener      triethanolamine      ethoxylated lauryl alcohol      methylisothiazolinone      
Linear Alkylbenzene Sulfonate      Sodium Polyacrylate      Fatty Acids      Disodium Diaminostilbene Disulfonate      Tetrasodium EDTA      Methylisothiazolinone      Fragrance      Liquitint Blue      Diethyl Ester Dimethyl Ammonium Chloride      Ethylene Diamine Disuccinate      Polyethylene Glycols      bentonite      Tetra Acetyl Ethylene Diamine      
Linear Alkylbenzene Sulfonate      Sodium Polyacrylate      Fatty Acids      Disodium Diaminostilbene Disulfonate      Tetrasodium EDTA      Methylisothiazolinone      Fragrance      Liquitint Blue      Diethyl Ester Dimethyl Ammonium Chloride      Ethylene Diamine Disuccinate      Polyethylene Glycols      bentonite      Tetra Acetyl Ethylene Diamine      
sodium lauryl sulfate      Ethanolamine oleate      tetrasodium glutamate diacetate      tetraacetylethylenediamine      trisodium citrate dihydrate      acetic acid      Monoethanolamine (MEA)-citrate      acetic acid      PEG-136 polyvinyl alcohol      lauramine oxide      MEA-laureth sulfate      bentonite      C10-16 alkyl glucoside      
sodium lauryl sulfate      Ethanolamine oleate      tetrasodium glutamate diacetate      tetraacetylethylenediamine      trisodium citrate dihydrate      acetic acid      Monoethanolamine (MEA)-citrate      acetic acid      PEG-136 polyvinyl alcohol      lauramine oxide      MEA-laureth sulfate      bentonite      C10-16 alkyl glucoside      
alpha-Isomethyl ionone      Polydimethylsiloxane      Sodium Laureth Sulfate      Sodium C10-16 Alkylbenzenesulfonate      Sodium Citrate; Sodium C12-18 Alkyl Ether Sulfate      Propylene Glycol      C12-10 Fatty Acids Sodium Salts      Ethanol      Disodium Distyrylbiphenyl Disulfonate      Dimethicone      Trisodium Ethylenediamine Disuccinate      Silica Dimethicone Silylate      Colorants      
alpha-Isomethyl ionone      Polydimethylsiloxane      Sodium Laureth Sulfate      Sodium C10-16 Alkylbenzenesulfonate      Sodium Citrate; Sodium C12-18 Alkyl Ether Sulfate      Propylene Glycol      C12-10 Fatty Acids Sodium Salts      Ethanol      Disodium Distyrylbiphenyl Disulfonate      Dimethicone      Trisodium Ethylenediamine Disuccinate      Silica Dimethicone Silylate      Colorants      
furan, 5-(hexyloxy)tetrahydro-2,2-dimethyl- (odor control)      phenol, 2,6-bis(1,1-dimethylethyl)-4-methyl- (odor control)      tetrasodium glutamate diacetate      lauramine oxide      C10-16 alkyl glucoside      acetic acid      Alcohols, C12-16, ethoxylated      trisodium citrate dihydrate      tetraacetylethylenediamine      fragrance      alkoxylated alcohol      bentonite      sodium lauryl sulfate      
furan, 5-(hexyloxy)tetrahydro-2,2-dimethyl- (odor control)      phenol, 2,6-bis(1,1-dimethylethyl)-4-methyl- (odor control)      tetrasodium glutamate diacetate      lauramine oxide      C10-16 alkyl glucoside      acetic acid      Alcohols, C12-16, ethoxylated      trisodium citrate dihydrate      tetraacetylethylenediamine      fragrance      alkoxylated alcohol      bentonite      sodium lauryl sulfate      
silicic acid      tetraacetylethylenediamine      tetrasodium glutamate diacetate      Methylacrylamideopropyltrimethyl ammonium chloride copolymer      Alcohol ethoxy sulfate      Benzisothiazolinone      C10-16 alkyldimethylamine oxide      Colorants (Liquitint Blue AH, Blue 1)      Denatonium benzoate      Diethylenetriamine pentaacetate      Disodium distyrylbiphenyl disulfonate      Dipropylene glycol      C10-16 alkyl glucoside      
silicic acid      tetraacetylethylenediamine      tetrasodium glutamate diacetate      Methylacrylamideopropyltrimethyl ammonium chloride copolymer      Alcohol ethoxy sulfate      Benzisothiazolinone      C10-16 alkyldimethylamine oxide      Colorants (Liquitint Blue AH, Blue 1)      Denatonium benzoate      Diethylenetriamine pentaacetate      Disodium distyrylbiphenyl disulfonate      Dipropylene glycol      C10-16 alkyl glucoside      
Methoxypolyoxymethylene melamine      Monoethanolamine (MEA)-citrate      tetrasodium glutamate diacetate      Pentasodium pentetate      Phenylpropylethyl methicone      Sodium cumene sulfonate      Sodium phenylnonanoate sulfonate      Trimethylsiloxysilicate      tetraacetylethylenediamine      fragrance      Ethanolamine myristate      bentonite      sodium lauryl sulfate      
Methoxypolyoxymethylene melamine      Monoethanolamine (MEA)-citrate      tetrasodium glutamate diacetate      Pentasodium pentetate      Phenylpropylethyl methicone      Sodium cumene sulfonate      Sodium phenylnonanoate sulfonate      Trimethylsiloxysilicate      tetraacetylethylenediamine      fragrance      Ethanolamine myristate      bentonite      sodium lauryl sulfate      
Linear Alkylbenzene Sulfonate      Sodium Polyacrylate      Fatty Acids      Disodium Diaminostilbene Disulfonate      Tetrasodium EDTA      Methylisothiazolinone      Fragrance      Liquitint Blue      Diethyl Ester Dimethyl Ammonium Chloride      Ethylene Diamine Disuccinate      Polyethylene Glycols      bentonite      Tetra Acetyl Ethylene Diamine      
Linear Alkylbenzene Sulfonate      Sodium Polyacrylate      Fatty Acids      Disodium Diaminostilbene Disulfonate      Tetrasodium EDTA      Methylisothiazolinone      Fragrance      Liquitint Blue      Diethyl Ester Dimethyl Ammonium Chloride      Ethylene Diamine Disuccinate      Polyethylene Glycols      bentonite      Tetra Acetyl Ethylene Diamine      
Zinc Phthalocyanine Sulphonate      CARBOXYMETHYLCELLULOSE      CHLORINE BLEACH      sodium dodecylbenzenesulfonate      ethoxylated lauryl alcohol      sodium xylenesulfonate      stilbene disulfonic acid triazine derivative      ethoxylated lauryl alcohol      stilbene disulfonic acid triazine      optical brightener      triethanolamine      ethoxylated lauryl alcohol      methylisothiazolinone      
Zinc Phthalocyanine Sulphonate      CARBOXYMETHYLCELLULOSE      CHLORINE BLEACH      sodium dodecylbenzenesulfonate      ethoxylated lauryl alcohol      sodium xylenesulfonate      stilbene disulfonic acid triazine derivative      ethoxylated lauryl alcohol      stilbene disulfonic acid triazine      optical brightener      triethanolamine      ethoxylated lauryl alcohol      methylisothiazolinone      
(C10-C16) Alcohol ethoxylate, sulfated, sodium salt      Alcohols, C12-18, ethoxylated      Sodium alkylbenzenesulfonate      Sodium laureth sulfate      Propylene glycol      Ethoxylated polyethylenepolyamine      Sodium metaborate, anhydrous      Tetrasodium EDTA      Ethoxylated polyethyleneimine      Sodium borate decahydrate (borax)      Trisodium Ethylenediamine Disuccinate      Disodium Distyrylbiphenyl Disulfonate      Butylphenyl Methylpropional      
(C10-C16) Alcohol ethoxylate, sulfated, sodium salt      Alcohols, C12-18, ethoxylated      Sodium alkylbenzenesulfonate      Sodium laureth sulfate      Propylene glycol      Ethoxylated polyethylenepolyamine      Sodium metaborate, anhydrous      Tetrasodium EDTA      Ethoxylated polyethyleneimine      Sodium borate decahydrate (borax)      Trisodium Ethylenediamine Disuccinate      Disodium Distyrylbiphenyl Disulfonate      Butylphenyl Methylpropional      
alpha-Isomethyl ionone      Polydimethylsiloxane      Sodium Laureth Sulfate      Sodium C10-16 Alkylbenzenesulfonate      Sodium Citrate; Sodium C12-18 Alkyl Ether Sulfate      Propylene Glycol      C12-10 Fatty Acids Sodium Salts      Ethanol      Disodium Distyrylbiphenyl Disulfonate      Dimethicone      Trisodium Ethylenediamine Disuccinate      Silica Dimethicone Silylate      Colorants      
alpha-Isomethyl ionone      Polydimethylsiloxane      Sodium Laureth Sulfate      Sodium C10-16 Alkylbenzenesulfonate      Sodium Citrate; Sodium C12-18 Alkyl Ether Sulfate      Propylene Glycol      C12-10 Fatty Acids Sodium Salts      Ethanol      Disodium Distyrylbiphenyl Disulfonate      Dimethicone      Trisodium Ethylenediamine Disuccinate      Silica Dimethicone Silylate      Colorants      
Alcohols, C12-16, ethoxylated      C10-16 alkyl glucoside      tetrasodium glutamate diacetate      lauramine oxide      phenol, 2,6-bis(1,1-dimethylethyl)-4-methyl- (odor control)      acetic acid      furan, 5-(hexyloxy)tetrahydro-2,2-dimethyl- (odor control)      trisodium citrate dihydrate      tetraacetylethylenediamine      fragrance      alkoxylated alcohol      bentonite      sodium lauryl sulfate      
Alcohols, C12-16, ethoxylated      C10-16 alkyl glucoside      tetrasodium glutamate diacetate      lauramine oxide      phenol, 2,6-bis(1,1-dimethylethyl)-4-methyl- (odor control)      acetic acid      furan, 5-(hexyloxy)tetrahydro-2,2-dimethyl- (odor control)      trisodium citrate dihydrate      tetraacetylethylenediamine      fragrance      alkoxylated alcohol      bentonite      sodium lauryl sulfate      
silicic acid      tetraacetylethylenediamine      tetrasodium glutamate diacetate      Methylacrylamideopropyltrimethyl ammonium chloride copolymer      Alcohol ethoxy sulfate      Benzisothiazolinone      C10-16 alkyldimethylamine oxide      Colorants (Liquitint Blue AH, Blue 1)      Denatonium benzoate      Diethylenetriamine pentaacetate      Disodium distyrylbiphenyl disulfonate      Dipropylene glycol      C10-16 alkyl glucoside      
silicic acid      tetraacetylethylenediamine      tetrasodium glutamate diacetate      Methylacrylamideopropyltrimethyl ammonium chloride copolymer      Alcohol ethoxy sulfate      Benzisothiazolinone      C10-16 alkyldimethylamine oxide      Colorants (Liquitint Blue AH, Blue 1)      Denatonium benzoate      Diethylenetriamine pentaacetate      Disodium distyrylbiphenyl disulfonate      Dipropylene glycol      C10-16 alkyl glucoside      
Methoxypolyoxymethylene melamine      Monoethanolamine (MEA)-citrate      tetrasodium glutamate diacetate      Pentasodium pentetate      Phenylpropylethyl methicone      Sodium cumene sulfonate      Sodium phenylnonanoate sulfonate      Trimethylsiloxysilicate      tetraacetylethylenediamine      fragrance      Ethanolamine myristate      bentonite      sodium lauryl sulfate      
Methoxypolyoxymethylene melamine      Monoethanolamine (MEA)-citrate      tetrasodium glutamate diacetate      Pentasodium pentetate      Phenylpropylethyl methicone      Sodium cumene sulfonate      Sodium phenylnonanoate sulfonate      Trimethylsiloxysilicate      tetraacetylethylenediamine      fragrance      Ethanolamine myristate      bentonite      sodium lauryl sulfate      
silicic acid      tetraacetylethylenediamine      tetrasodium glutamate diacetate      Methylacrylamideopropyltrimethyl ammonium chloride copolymer      Alcohol ethoxy sulfate      Benzisothiazolinone      C10-16 alkyldimethylamine oxide      Colorants (Liquitint Blue AH, Blue 1)      Denatonium benzoate      Diethylenetriamine pentaacetate      Disodium distyrylbiphenyl disulfonate      Dipropylene glycol      C10-16 alkyl glucoside      
silicic acid      tetraacetylethylenediamine      tetrasodium glutamate diacetate      Methylacrylamideopropyltrimethyl ammonium chloride copolymer      Alcohol ethoxy sulfate      Benzisothiazolinone      C10-16 alkyldimethylamine oxide      Colorants (Liquitint Blue AH, Blue 1)      Denatonium benzoate      Diethylenetriamine pentaacetate      Disodium distyrylbiphenyl disulfonate      Dipropylene glycol      C10-16 alkyl glucoside      

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Descriptors of Ingredients

Natural

Vague way to describe product — if a product is 'natural' it will not contain synthetic derivatives nor byproducts. You won't see us using this word anywhere on our products or website as we feel it is overused and under-explained in our industry.

Biodegradable

What happens after using the product — ingredients are 'biodegradable' if they are 100% earth-derived and 0% synthetic, leaving no synthetic byproducts after use. Packaging is 'biodegradable' if it is sourced entirely from renewable plant fibers and can decompose fully in three to six months.

Non-toxic

Describing the toxicity of ingredients — we define our ingredients as non-toxic because they are hypoallergenic, free from skin-irritants, and do not contain synthetic compounds that could leave behind toxic residue harmful to water ways / aquatic life.

Cruelty-free

Describing the testing of ingredients — we define our ingredients as cruelty-free because we have strong communicative relationships with each of our suppliers and know that every material sourced is never tested on animals. Having a short list of ingredient suppliers gives us the ability to truly understand each of their processes.

Natural

Describing ingredients — ingredients are 'clean' if they are free from potential allergens and skin irritants, never tested on animals, and do not contain any known toxins that could harm waterways / aquatic life after use.

Vegan

Describing ingredients — similar to cruelty-free, ingredients are 'vegan' if no animals or animal products are used when developing or manufacturing formulas, and no animals are tested on.

Chemical-free

Describing ingredient formulation — the term 'chemical' is defined as a compound or substance that has been purified or prepared, especially artificially. While not all chemical substances are to be looked down upon, the general consensus of a product carrying the title of 'chemical-free' means it is free from any synthetic or artificial compounds in its formulation.

Green

Describing a product in its entirety — the term all but defines what it means to greenwash consumers, implying a product is good for the planet in every way. We recommend going a step further in your analysis of the products ingredients and packaging to prove or disprove these claims as simply being advertised as 'green' does not cut it. 

"Just put cardboard around it, they'll never know"

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Packaging Copy & Visuals

Corporations are attempting (key word: attempting) to become more creative with greenwashing — hover over our office-inspired meme above to illustrate this.

Behold your eyes on a normal jug of liquid laundry detergent with an outer coating of kraft cardboard to give the impression that it is somehow better for the planet. If you were to cut past the cardboard, you'd find the same high-density polyethylene plastic used for any normal liquid laundry detergent jug.

To successfully avoid this type of misleading advertising: read and research the words (claims, ingredient lists, etc) on the packaging — often times, greenwashing brands will over compensate for the visual (e. g. kraft cardboard) of their product because the copy (e. g. ingredient list) leaves much to be desired.

What do these things have in common?

Floating Animation
they're great, but do not mean a product is great for the 🌎

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Website Content

What do these things have in common?

🌎  Blue and Green Colors

🐋  Pictures of Aquatic Life

🌳  Pictures of Forests, Oceans, etc.

They're all great for designing a website, but shouldn't be the deciding factor for why a product is the right choice. We recommend keeping eye to the brands process (ingredients, packaging, etc.) and the level of transparency provided for it.

The Bottom Line

Ingredient lists shouldn't be hard to find, nor should they be covered up by false advertising. We're all about transparency and only using ingredients that you can understand (and pronounce) — educating and advocating for better. We created these two pages, ingredientsU and Our Responsibility to serve as a benchmark for transparency, to effectively communicate our process, and to inspire our industry peers to do the same.

Made in Orlando, Fl

Where the magic happens — each product hand-crafted and mixed after your order, to ensure quality and freshness