Cleanwashing, Greenwashing & Why Natural Perfume Lovers Choose GLO
If you’ve ever searched for “clean beauty products” or “non-toxic perfume,” you’ve probably noticed how often the word “clean” gets used in beauty marketing. Conscious consumers want healthier routines for both body and planet, and brands know it. But here’s the problem: there’s no universal definition of “clean.” It’s marketing—nothing more. That’s where cleanwashing and greenwashing come in.
What is Cleanwashing in Beauty?
The clean beauty trend began as an offshoot of green beauty, suggesting products were safer, more natural, and better for the environment. But “clean” has no legal or scientific standard. Every brand defines it differently. Some exclude parabens, others phthalates, some focus on vegan formulas, while others simply avoid a list of “toxins” (usually self-defined).
The result? Confusion and mistrust. As Harvard Business Review reports, consumers face a flood of inconsistent “clean” claims that often prioritize marketing spin over real safety [HBR, 2022].
Cleanwashing happens when brands use the “clean” label without real transparency. Common tactics include:
Focusing on exclusions (what’s not inside) while hiding what is.
Using nature-inspired imagery while still relying heavily on synthetics.
Promoting a “% natural” without disclosing the remaining chemicals.
What is Greenwashing?
Greenwashing in beauty is when brands use eco-buzzwords like sustainable, earth-friendly, or green without proof. The Federal Trade Commission (FTC) even publishes “Green Guides” to warn against misleading environmental claims [FTC, Green Guides]. But vague language still runs rampant, making it hard for consumers to know what’s real.
Why It Matters in Perfume
Perfume is one of the least transparent categories in beauty. Thanks to “trade secret” loopholes, fragrance companies can legally hide up to 50% of their formulas behind the word fragrance. That means you often don’t know what you’re spraying on your skin—or breathing in every day.
Even so-called “clean perfumes” may contain synthetic aroma chemicals linked to allergies, hormone disruption, or other health concerns [EWG, 2023].
How GLO is Different
At Great Lakes Olfactory (GLO), we believe perfume should be both beautiful and honest. That’s why we never rely on cleanwashing or greenwashing tactics. Every GLO perfume is:
100% Natural Perfume: Made only with whole essential oils, resins, and botanical extracts. No synthetics.
Botanical Fragrance Transparency: Every ingredient is fully disclosed—nothing hidden under “fragrance.”
Non-Toxic Perfume Formulas: Designed to work in harmony with your skin and body chemistry.
Nature-Inspired, Nature-True: Our scents reflect the living beauty of the Great Lakes, not just imagery.
We make perfume for natural lovers who want authenticity, not marketing tricks.
The Bottom Line
“Clean” and “green” might sound good, but without transparency they’re empty words. GLO exists to change that. Our natural perfumes are transparent, safe, and truly botanical—so you can feel confident about what you wear on your skin.
Ready to experience natural perfume without cleanwashing or greenwashing? Explore the GLO fragrance collections and find the scent that matches your lake-life mood.
-Connie
