Organic Cosmetics & Trusted Labels: How to Identify a Truly Certified Product and Avoid Greenwashing
The market for natural and organic cosmetics is experiencing rapid growth. Terms like “organic”, “natural”, “clean”, or “green” are everywhere, yet their meaning often remains unclear.
In cosmetics, unlike in food, the term “organic” has no legal definition. As a result, brands are free to use the term however they like, leaving the room for broad interpretations… and sometimes for greenwashing.
This article offers clear and reliable guidelines to:
- Understand what “organic cosmetics” truly means,
- Distinguish marketing claims from genuine certified commitments,
- Learn the most reputable labels,
- Avoid common greenwashing pitfalls,
- Enable producers to showcase their approach through recognized standards.
“In cosmetics, the word ‘organic’ has no legal definition at the European level: only independent certification gives it a precise framework.”
What the term “organic” isn’t regulated in cosmetics
A significant regulatory gap
In Europe, cosmetics are subject to strict safety regulations, but there is no official definition of what qualifies as “organic” or “natural” cosmetics.
Unlike food products, there is no:
❌ Minimum percentage of organic ingredients required,
❌ Defined or authorized production processes,
❌ List of substances that must be excluded,
❌ Public framework to control the use of the term.
A completely unrestricted marketing use
A brand can therefore use the words “organic”, “natural”, or “clean” by:
- Highlighting a single plant-based ingredient,
- Using green packaging,
- Promoting a partial initiative…
…without meeting any official standard.
This lack of clarity fuels consumer confusion.
The role of private certifications
To fill this gap, private standards — such as COSMOS, NATURE, or Ecogarantie — have established objective and verifiable criteria.
These labels provide what the legal framework lacks:
- Clear requirements
- Defined limits
- Independent yearly audits
When marketing exploits the grey area: understanding greenwashing
The widespread use of unregulated terms
“Clean”, “green”, “natural”, “eco-friendly”… These terms are appealing, but they have no regulatory value in cosmetics. They often reflect marketing more than a genuine commitment.
What is greenwashing?
Greenwashing consists in giving a product an ecological image that is exaggerated or not supported by facts. In the cosmetics sector, this can take the form of:
- Highlighting a minor organic ingredient
- Using vague claims (“clean formula”)
- Creating a “natural” visual universe
- Lacking transparency about ingredient sourcing
The consequences
- Misinformation for consumers
- Loss of trust in genuinely committed brands
- Confusion between marketing promises and certified guarantees
- A barrier to the development of truly sustainable cosmetics
Trusted cosmetics labels: how to identify them?
Labels exist to bring transparency. They are all based on:
- A publicly available standard
- A list of authorized or prohibited ingredients
- A minimum percentage of organic or natural raw materials
- Annual audits carried out by an independent, accredited certification body
Here are the main labels you should know : : Cosmos-Standard, NATRUE et Ecogarantie
COSMOS Organic
COSMOS Natural
NATRUE Organic
NATRUE Natural
ECOGARANTIE
Origin of ingredients
95% natural min.
95% natural min.
100% natural
100% natural
100% natural
Organic requirements
20% min
None
95% min.
None
100%
GMOs
❌
❌
❌
❌
❌
Synthetic substances
Highly regulated
Highly regulated
Prohibited (silicones, parabens, synthetic fragrances, mineral oils, microplastics)
Prohibited (silicones, parabens, synthetic fragrances, mineral oils, microplastics)
Most petrochemical substances prohibited
Animal testing
❌
❌
❌
❌
❌
Sustainable packaging*
✅
✅
✅
✅
✅
Public database
✅
✅
✅
✅
➖
* Refer to the requirements of each label in terms of sustainable packaging
Practical guide:
How to recognize a truly organic cosmetic?
- Look for a recognized label
COSMOS, NATRUE, Ecogarantie, … - Check the name of the certification body
For example: Certisys or Ecocert - Assess the consistency of the brand’s message
A “green” packaging without a label → be cautious.
Vague claims → be skeptical - Read the INCI list
Transparency starts with the ingredients.
What is it? The INCI list in 3 key points
The INCI list (International Nomenclature of Cosmetic Ingredients) is the mandatory list of all components in your product.
To avoid being misled by a “green” design, remember these three golden rules:
- The quantity rule: Ingredients are listed from the highest to the lowest amount. The first five ingredients in the list make up around 80% of the product. If the plant extract highlighted on the bottle appears in the 15th position, it is only present in trace amounts.
- The secret code:
- Latin name = Natural. (e.g. Aloe Barbadensis = Aloe vera).
- English name = Synthetic. (e.g. Fragrance = synthetic perfume).
The more Latin at the beginning of the list, the better!
- The greenwashing test: A product decorated with flowers but whose INCI list begins with Paraffinum Liquidum (petroleum oil) or Dimethicone (silicone) is engaging in greenwashing.
- Extra tip: the truth is not on the front label — it’s in the ingredient list.
Conclusion
To ensure the integrity of the term “organic”, cosmetics must rely on clear standards and independent verification by an accredited certification body. Certifications provide consumers with the assurance of a genuine organic cosmetic.
And for cosmetic producers? Certification is a true strategic asset and a mark of credibility. It offers stronger trust and legitimacy, a clear differentiation in saturated market, a solid anti-greenwashing proof, and above all, a direct response to consumer expectations.
Further reading
To better understand what certified organic or natural cosmetics truly involve, you can consult official sources and recognized labels:
- Regulation (EC) No 1223/2009 on cosmetics – European Commission
- COSMOS Standard: criteria for organic and natural cosmetics – COSMOS
- NATRUE: natural and organic cosmetics label – NATRUE
- Ecogarantie: Belgian certification for sustainable cosmetics – Ecogarantie
- Greenwashing and cosmetic labels – Ecocert – explanatory article and Ecocert – greenwashing alert
These references help verify information, understand the certification criteria of COSMOS, NATURE, and Ecogarantie, and identify what truly qualifies as a reliable organic cosmetic.
FAQ – Organic and Sustainable Cosmetics
Can a brand use a the term “organic” without certification?
Legally, yes: in Europe, the term “organic” is not regulated for cosmetics.
However, for a brand, this carries several risks:
- it may create misleading expectation for consumers,
- it can be perceived as a form of greenwashing,
- It can undermine credibility compared with certified competitors,
- some retailers now require evidence for environmental claims.
Certification therefore provides a clear framework and protects both the brand and the consumer.
How can a company choose the most suitable label for its products?
It depends on several factors:
- the nature of the ingredients used,
- the target markets,
- the brand’s positioning organic vs natural vs eco-responsible),
- Formulation constraints,
- the need to harmonize an existing product portfolio.
COSMOS, NATRUE and Ecogarantie all rely on public standards, but their requirements and internal logic differ.
Getting in touch with Certisys can help you determine which label is the most coherent for your market.
What are the concrete benefits of cosmetic certification for a brand?
- Credibility: recognized labels immediately reassure consumers.
- Differentiation in a saturated market: since most “natural” claims are not verified, a label becomes a strong distinctive asset.
- Easier access to certain retailers: many distributors require tangible proof of naturalness and traceability.
- Marketing clarity: the standard serves as a guideline for building responsible communication.
- Supply chain control: audits and inspections lead to better traceability of raw materials and processes.
Certification is not just a label to display: it is a trust structure that strengthens the entire value chain.
