How to Tell If a Product Is Truly Clean or Just Cleverly Greenwashed

Clean beauty is everywhere. From supermarket shelves to salon brands, it seems like every product is labelled “natural”, “non-toxic”, or “eco-friendly”. But how do you know if what you’re buying is actually clean—or just marketing dressed up in earthy tones?

Greenwashing is when brands use language and visuals to make their products appear safer, cleaner, or more environmentally responsible than they really are. And it’s become increasingly common in beauty and personal care.

If you're trying to live a low-tox lifestyle, it's important to know how to separate the genuinely clean from the cleverly branded. Here’s how to spot the difference.

Read the Ingredient List, Not Just the Label

Claims like “natural”, “organic”, “plant-based”, or “chemical-free” don’t always tell the full story. In Australia, these terms aren’t tightly regulated in cosmetics, so a product can be labelled “natural” even if it contains synthetic ingredients.

Instead of relying on front-of-pack marketing, flip the bottle over and check the ingredients list. Look for recognisable plant-based ingredients, avoid known irritants, and take note of where key ingredients appear (ingredients are listed in order of concentration).

Watch Out for the “Free From” Trap

It’s great when a product is free from harmful additives like parabens or sulphates—but sometimes brands lean into “free from” marketing to distract from what is included.

A product can say “free from parabens” but still contain harsh ingredients or non-water-soluble silicones. Transparency is everything. A genuinely clean brand will share not only what’s not in their products, but what is—and why.

Check for Transparency Around Fragrance

“Fragrance” or “parfum” on an ingredients list can mean hundreds of undisclosed ingredients, some of which are known allergens or hormone disruptors.

At BodFood, we use a combination of essential oils and carefully selected, man-made fragrance blends that are EU certified for safety and approved by EcoMundo in France. If a brand isn’t disclosing where their fragrance is from, that’s a red flag.

If you want to learn more about fragrances in personal care, read our blog on > The Art & Science of fragrance. 

Beware of Natural Ingredient “Tokenism”

Some products highlight a single plant extract or oil to appear natural—while the rest of the formula is packed with fillers, cheap ingredients, or harsh preservatives.

A truly clean formulation will use plant-based ingredients where it makes sense, backed by safe, effective science to deliver real results—without relying on token gestures.

Choose Clean, Not Clever

The best way to know if your haircare is truly clean? Look beyond the label. Ask questions, do your research, and look for transparency over trendiness.

At BodFood, we formulate with a mix of plant-based ingredients and safe, man-made actives, chosen for their gentleness, performance, and sustainability. No greenwashing—just honest, balanced formulations that deliver on what they promise.

If you’re ready to switch to clean beauty that’s actually clean, explore our full range of shampoos, conditioners, styling and treatment products.