The world has become incredibly complex, and as a consumer, it’s difficult to determine whether a company’s claims about their products are true or not. Health authorities, consumer organizations, and consumers have increased their focus on the beauty industry’s impact on health and the environment, and we can see some early signs of structural improvements. However, at the same time, greenwashing has become a major and growing issue. Many companies try to capture consumer attention without actually or only partially changing the content, packaging, or production. Instead, misleading and false labels and claims are used, which are either illegal or incomplete and are not monitored by authorities.
Legislation regarding labeling and claims is not particularly restrictive or comprehensive, so consumers do not have the opportunity to make an informed and conscious choice. As a company we want to contribute to solving the world’s shared challenges, we see it as our crucial task to help customers make decisions based on informed and transparent knowledge.
For this reason, we strive to be as open as possible about the things we do. When we say that our products, for example, are healthier, more natural, or allergy-friendly, our customers should be able to trust it. That’s why our claims about our products are based on four recognized external and independent certifications that can guarantee that our products are what they claim to be in relation to health and the environment.
The Nordic Swan Ecolabel, Ecocert COSMOS Organic, AllergyCertified, and the Vegan Society. Each of these labels has its own meaning and sets different requirements for our products. As a result, the certifications our products have vary – some have all four, while most have three of them.
