PODCAST 221: Exploring the EU Greenwashing Ban on Beauty

Pretty soon, any beauty brand making eco-friendly claims in the European Union may want to start looking over its shoulder if it doesn’t have the facts to back up its sustainability claims.

In this episode of Green Beauty Conversations, Lorraine Dallmeier, CEO of Formula Botanica, welcomes Priscilla Rolvers to discuss the new EU Greenwashing Directive. Priscilla is its founder Green revolution in cosmetics.

Together they trace the history of sustainability goals globally and in the EU. It led to the creation of the Green Deal and the goal of making Europe the first climate-neutral continent. Banning greenwashing will likely play a key role in this.

Priscilla explains that the directive aims to protect consumers by banning misleading claims. The guide: if there is no proof, it cannot be said. The impact will be significant for the beauty industry.

This episode is essential listening for anyone interested in the future of sustainable beauty.

“We want an economy that works for people, not just for profit. This ban on greenwashing is a step towards making the beauty industry more transparent and sustainable.”

– Priscilla Rolvers

IN THIS EPISODE WITH PRISCILLA ROLVERS, YOU’LL HEAR:

• The beginnings of the green cosmetics revolution: Priscilla shares her journey from studying herbal remedies to starting a consultancy focused on sustainable beauty.
• The new EU directive on greenwashing: An in-depth look at new regulations passed by the European Parliament aimed at eliminating false environmental claims on beauty products.
• Implications for beauty brands: Discuss how these regulations will affect beauty brands, particularly those operating in the EU, and what steps they need to take to comply.
• Challenges and opportunities: Insights into the challenges small and medium-sized businesses may face under the new directive and the opportunities for brands to truly embrace sustainability.
• The future of sustainable beauty: Predictions of how the directive may affect global regulations and the future of green beauty marketing. Lorraine and Priscilla also discuss the practice of “green silence” (keeping quiet about sustainability achievements for fear of getting it wrong) and its potential rise due to tighter regulations.

Packed essentials include:

• Understanding the prohibition of greenwashing: The new EU directive is a game-changer, aiming to make companies accountable for their sustainability claims. Priscilla explains what this means for beauty brands and consumers. The ban on greenwashing is not national legislation. It is a directive that sets a target for EU member states to achieve within two years. This means that each country will develop regulations to follow the directive.
• Evidence and Certification: To make any eco-friendly claim, brands will need hard evidence, such as certifications or detailed reports on CO2 emissions. This ensures transparency and trust in the market. Companies that break the rules can be barred from procurement, lose revenue and face a fine of at least 4% of their annual turnover.
• Impact on businesses: While large companies are the primary targets, the directive also affects small and medium-sized enterprises, although micro-enterprises are likely to be exempt. The directive aims to level the playing field, but its enforcement and impact will vary across the EU.
• Consumer protection and trust: The directive is designed to protect consumers from misleading claims by ensuring they can make informed decisions about the products they buy.
• Global Influence: As EU regulations often set the benchmark, similar bans on greenwashing may soon appear in other regions, affecting global beauty standards.

Meet our guest: Priscilla Rolvers

Priscilla Rolvers is a cosmetic scientist and founder of Green Cosmetics Revolution, a sustainability consultancy on a mission to transform the cosmetics industry into a sustainable, future-proof sector.

Green Cosmetics Revolution acts as an independent Sustainability Coordinator for small and medium-sized beauty businesses. The consultancy helps cosmetics professionals set and implement sustainability goals, empowering them to become Green Cosmetics revolutionaries themselves. With Priscilla’s expertise in cosmetic science, the consultancy specializes in (re)formulating products to improve sustainability without compromising quality or efficacy.

Priscilla is passionate about helping companies align with the UN Sustainable Development Goals, achieve net zero emissions and strengthen their brand reputation through sustainability. He creates engaging content and is working on a book about the implementation of the SDGs in the cosmetics industry.

Through consulting and writing, Green Cosmetics Revolution aims to inspire and support cosmetics professionals to become sustainability revolutionaries and create a future where beauty and sustainability coexist.

Learn more about Priscilla Rolvers and the Green Cosmetics Revolution:

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Lorraine Dallmeier is a biologist, certified environmentalist, and CEO of Formula Botanica, the award-winning online organic cosmetics school. Read more about Lorraine and the Formula Botanica team.