The label says ‘herbal’—but is it truly?
The personal care aisles in Indian supermarkets brim with products promising purity and wellness—from fragrant, forest-inspired shampoos to “ayurvedic” face cleansers. Terms like natural, botanical, herbal, and chemical-free are prominently displayed on their packaging. Yet, a closer look at the ingredient list often reveals a very different story—one far less gentle on your skin or the environment.
Greenwashing has become a widespread and artfully disguised phenomenon in India’s personal care industry. Brands invest heavily in crafting marketing messages and visual designs that tap into the rising demand for clean and conscious beauty, often without making meaningful changes to their formulas.
Why personal care is especially vulnerable to Greenwashing
Unlike food products, where organic and natural claims are increasingly regulated, the beauty and personal care sector in India lacks strict oversight. There are no clear, enforceable definitions for terms like natural or organic, leaving these labels open to interpretation—and misuse.
Moreover, India’s rich cultural legacy of Ayurvedic medicine, plant-based remedies, and minimalist beauty rituals adds emotional resonance to these claims. Marketers exploit this trust to enhance appeal, often without delivering authentic natural benefits.
Typical Greenwashing tricks in beauty products
Here’s how many mainstream brands mislead buyers under the guise of “natural” or “herbal” care:
1. Highlighting Tiny Amounts of Botanicals
Shampoos might advertise “Infused with Hibiscus & Amla” or “Neem & Tulsi Formula,” but these herbal ingredients often constitute less than 1% of the entire product. The majority of the formulation typically contains sulphates, silicones, artificial fragrances, parabens, and synthetic polymers.
2. “Free From” Claims That Mislead
Many products tout “No Parabens” or “No Sulphates” but substitute equally problematic chemicals. For example, SLS (Sodium Lauryl Sulphate) is sometimes replaced by SLES (Sodium Laureth Sulphate)—a related compound with similar potential irritancy. It’s akin to swapping one cola brand for another and still calling it “chemical-free.”
3. Ayurvedic Claims Without Substance
Several popular products brand themselves as “Ayurvedic” yet contain synthetic preservatives, artificial colours, and chemical fragrances. Authentic Ayurvedic products usually avoid ingredients such as EDTA, Phenoxyethanol, or synthetic perfumes, but these are commonplace in many so-called “herbal” creams and lotions.
4. Eco-Friendly Packaging Illusions
Earthy-coloured bottles, kraft paper wraps, and rustic fonts create the appearance of sustainability. Yet, many of these products come in non-recyclable plastics or plastic-wrapped containers, with no transparent information about ingredient sourcing or ethical manufacturing practices.
Examples from popular Indian supermarket shelves
Note: The following are general observations and not legal accusations against specific brands.
- Brand A Herbal Shampoo: Promotes reetha and shikakai on its label but contains SLES, silicone compounds, and synthetic dyes.
- Brand B Face Wash: Claims “100% Pure and Natural,” yet includes carbomer, synthetic fragrances, and disodium EDTA—none of which are plant-derived.
- Brand C Ayurvedic Cream: Highlights saffron and turmeric but relies on petroleum-derived bases and synthetic preservatives that have no roots in traditional Ayurveda.
Why It matters to You
Consumers who trust these “green” claims often:
- Pay premium prices, believing they are choosing safer and more ethical products.
- Use items containing hidden irritants that can cause skin sensitivity or other long-term health effects.
- Support unsustainable manufacturing practices unknowingly, since many brands do not disclose their sourcing or packaging impact.
This also unfairly sidelines genuinely clean beauty brands that invest in better ingredients, ethical production, and transparent sourcing, as they compete against better-marketed but less authentic alternatives.
How to distinguish genuine from Greenwashed
Before you purchase that “herbal” shampoo or cream, consider these tips:
- Thoroughly read the ingredient list instead of relying on front-label claims.
- Look for certifications from trusted bodies like ECOCERT, COSMOS Organic, or USDA Organic.
- Check ingredient order—are botanical extracts near the top or buried near the end?
- Research the brand’s transparency and sustainability commitments online.
- Understand marketing terms like “dermatologically tested,” “pH balanced,” or “natural origin,” which often lack standardised definitions.
What needs to improve?
India urgently requires more robust labelling laws and advertising standards for personal care products. Claims about natural and organic ingredients must be backed by clear, measurable criteria. While the 2023 update to the Drugs and Cosmetics Rules is a step forward, enforcement remains weak. Until stricter oversight is in place, consumer education remains the most powerful tool.
Today, buying “natural” personal care products in India demands a healthy dose of scepticism. The aisle is crowded with items that say the right things—but often fail to deliver on those promises.
In the age of conscious consumption, what a brand keeps hidden behind its label can be more telling than what it advertises upfront.
