Ensuring Eco-Ethical Claims Stand Up to Scrutiny: Insights from Emma Reinhold

Why Transparency Matters More Than Ever

In today’s beauty and personal care industry, eco-ethical claims are under intense scrutiny. Brands, journalists, and consumers alike are becoming more knowledgeable—and more skeptical—about sustainability claims. Adding to this complexity, some of the big beauty players are backtracking on overly ambitious sustainability goals, while consumer interest in eco-friendly beauty products has never been higher.

Despite this conundrum all this presents, suppliers are still under huge pressure to prioritise sustainability. Transparency, traceability, and authenticity are now non-negotiables. In this article, we explore key strategies for ensuring eco-ethical claims hold up to scrutiny, with insights from seasoned beauty industry journalist Emma Reinhold.

Meet Emma Reinhold: A Leading Voice in Beauty Journalism

Emma Reinhold

Emma Reinhold is one of the most respected journalists in the beauty and personal care space, with decades of experience covering sustainability, ingredient innovation, and ethical sourcing.

She is also a key member of the Pitman Comms writing team, a group of industry experts dedicated to producing high-level B2B content. With her deep understanding of the market, Emma provides essential insights into how suppliers can navigate the evolving landscape of eco-ethical claims.

The Foundation of Transparency and Traceability

“Transparency and traceability should be fundamental pillars of any brand’s sustainability mission,” Emma explains.

To communicate sustainability effectively, suppliers must first ensure their own house is in order. This means avoiding greenwashing, choosing partners wisely, and backing up every claim with verifiable data. But transparency isn’t just about hard facts; storytelling plays a crucial role.

“It’s also so important to be honest with your sustainability journey. Even if you’ve only made small steps so far, these measures may make a great story. And be realistic about your goals too. Brands, journalists, and consumers will trust and respect you so much more if you don’t overpromise.”

Sustainability is a broad term, and companies must define what it truly means to them.

“There are so many fascinating stories behind the manufacturing—from helping wildlife through ingredient sourcing to the benefits of community projects created through supplier partnerships. Bringing these stories to life and adding a human element—not just relying on the science and efficacy data—can create a compelling marketing narrative that appeals to brands.”

Leveraging Partnerships for Greater Impact

“The market has been flooded by eco-affiliates and certification bodies in recent years, so it’s important that if you choose this route you work with one that has proper credentials,” said Emma.

With so many partnerships available, due diligence is key. Suppliers should evaluate potential partners based on credibility, the rigor of their certification requirements, and the support they offer throughout the process.

“Look at who else has partnered with them and how ‘easy’ the requirements are to meet. It most likely won’t be a walk in the park to achieve these requirements, which is actually a good thing, but they should support and advise you along the journey.”

The right partnerships bring marketing advantages, innovation opportunities, and, most importantly, the ability to create industry-wide change.

“Becoming part of a community of like-minded companies brings together enough ground swell to change the way manufacturing is done and help the planet.”

Fair Labor and Community Support: The Ethical Imperative

“Certifications like Fair Trade and Organic should already cover fair labor and working conditions, but the reality is more complex,” said Emma.

While many certifications align with International Labour Organization (ILO) standards, challenges remain, particularly in developing countries.

“It’s an area that is difficult to quantify without partnering with respectable agencies, as so much labor comes from developing countries where there are not the same formal working practices as there are in more developed countries.”

For suppliers, this means that relying solely on certifications is not enough. Building direct relationships with communities and ensuring ethical labor practices at every level of the supply chain is crucial.

Green Chemistry: The Future of Sustainable Ingredients

“Green chemistry is the future—if you don’t engage with it now, you will find yourself left behind, or worse still, out of business,” said Emma.

Sustainable ingredient sourcing is no longer optional; it’s essential for long-term viability.

“Our planet does not have an infinite supply of ingredients, so working with the technology we have now, as well as investing in the future of green chemistry, is protecting your company and ensuring it will still be operational in the future.”

Innovation in green chemistry is rapidly reshaping the industry, offering new opportunities for suppliers willing to invest in more sustainable production methods.

“It’s an exciting time to be working in this industry, and green chemistry is moving the market forward.”

Avoiding Greenwashing: The Path to Credibility

“Just be honest! It’s simply not possible to go green overnight, so putting in place realistic environmental goals that will ultimately lead to greener, cleaner products and processes is essential,” said Emma.

Consumers and brands are becoming more adept at spotting greenwashing. Transparency, even about challenges and setbacks, builds credibility.

“You will gain the respect of brands and your peers if you show your mistakes too. There is so much greenwashing and misinformation out there that there is an opportunity now to rewrite the playbook with a more honest, achievable narrative.”

Sustainability should be an evolving journey, not a static claim.

“Being able to show how far you’ve come so far and where you hope to be can make a really strong story.”

Practical Takeaways for Beauty Industry Suppliers

• Audit your sustainability claims: Ensure every eco-ethical claim is backed by data and third-party verification.

• Develop an engaging sustainability narrative: Go beyond science and regulations—highlight the real-world impact of your efforts.

• Choose partnerships wisely: Align with reputable certification bodies and eco-affiliates that genuinely uphold sustainability standards.

• Invest in green chemistry: Future-proof your business by adopting sustainable ingredient development and production practices.

• Be transparent about your journey: Consumers and brands value honesty—acknowledge progress while recognizing areas for improvement.

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The Low-down on Building a More Ethical Beauty Industry

Sustainability in the beauty industry is no longer a trend—it’s an expectation. Suppliers that embrace transparency, ethical labor practices, green chemistry, and credible partnerships will not only enhance their reputation but also play a pivotal role in shaping a more sustainable future. By moving beyond surface-level claims and demonstrating real impact, suppliers can build stronger relationships with brands, journalists, and consumers alike. The key to credibility? Authenticity, accountability, and a willingness to evolve.