WRITTEN BY DENIZ ATAMAN,
INDEPENDENT JOURNALIST

Today, we’re offered countless products that are developed with both environment and consumer in mind. It’s a noble pursuit for brands to shift away from harming the environment and reaching consumers who share the same values in their own personal lifestyles. Environmentally friendly products popularized in the 1980s and continue to capture market value across industries. However, with the rise of more eco-friendly ingredients and products, greenwashing has evolved into a problematic movement by companies who mislead consumers with false claims at an attempt to capitalize on these products. In response, green companies must step up to reinforce their claims throughout the supply chain via third-party certifications and developing an authentic, fact-based marketing story. With consumers already sifting through a dense market, it’s up to genuine green players to implement transparency in their products, partnerships and overall methods.

While gaining consumer vote is critical to retain loyalty for a brand, greenwashing risks all credibility in connecting with both the audience and the environment. As an ethical producer of natural Indian and Australian sandalwood oils (Santalum album and Santalum spicatum, respectively), transparency is at the heart of Quintis’ methods. In this article, we look at the impact of greenwashing particularly in cosmetics, fragrance and aromatherapy, where the evolution of clean, green and natural products has materialized into its own booming category.

Why greenwashing is still problematic

When we think of the problems stemming from greenwashing, it’s important to consider why. The intention behind making false claims can range from malicious to overenthusiastic, as capturing consumer attention in a market as saturated as cosmetics, fragrance and aromatherapy with high barriers to entry and higher margins can seem impossible. However, it only harms and potentially destroys a brand’s credibility to construct false eco-friendly claims about its sourcing, manufacturing, distributing and partnerships – in other words, its entire supply chain.

Greenwashing is deeply problematic for the consumer who is actively choosing products that are aligned with their own personal environmentally conscious lifestyle. According to GreenPrint’s 2021 Business of Sustainability Index, 64% of Gen X and 75% of Millennials prefer to spend more on a sustainably produced product.¹ This tells us two things: consumers are more intentional about how they shop, and brands have an opportunity to capture the attention of the conscious consumer with transparency behind their methods.

Impact on cosmetics, fragrance and aromatherapy

Essential oils, extracts and resins are highly concentrated natural materials with aromatic and active therapeutic properties. Used in cosmetics, fragrances and aromatherapy, it’s clear why a transparent ingredient label is critical for aligned brands to reach consumers who are seeking safe, natural and clean products. However, the ongoing challenge of essential oil adulteration and authentication due to high demand and limited supply, makes transparency even more critical between supplier and product developers. Greenwashing not only prevents consumers from identifying affiliated brands for their various wellbeing needs, but it also creates misinformation and confusion in an already inundated category.

Green and clean cosmetics are disruptors in an otherwise crowded market. Synonymous with non-toxic, cruelty-free, eco-friendly and free-from harmful ingredients (petrol-based, for example), the clean beauty market is big business. Driven by consumers who are more aware and cautious of the ingredients they put on their skin, clean beauty is expected to reach $15.29 billion by 2028.²  

Natural sandalwood as an ally to safety and transparency

A natural ingredient with no known allergens, sandalwood serves as a safe ingredient in formulations without label requirements per International Fragrance Association (IFRA) and European Commission (EC) guidelines. Indian sandalwood is revered for its distinct lactonic, balsamic and woody aroma; while clinical studies have shown its stress-relieving benefits due to its concentration of alpha and beta-santalols—perfect for fragrance and aromatherapy.

An active beauty ingredient, sandalwood oil exhibits more potency than Vitamin E, while complementing major antioxidants like vitamins A and C to mitigate aging and protect from pollution. Studies also show sandalwood’s dermatological benefits as an anti-microbial and anti-inflammatory to address symptoms caused by environmental stressors. Because of sandalwood oil’s natural active benefits, it’s an ideal addition to clean and natural skincare and cosmetics. Its significant health and aromatic benefits in a wide range of applications is also why sandalwood oil is at risk of greenwashing practices.

Quintis and the future of greenwashing

Across the supply chain, establishing an ethical and trustworthy supplier is the foundation to producing a high-quality product. As a primary source of Indian and Australian sandalwood, Quintis is transparent in the harvest location, management practices, distillation methods and include third-party certifications to validate the purity of its oils. These certifications include FSC for forest management, Australian Trusted Trader, ISO 1400 Environment, ISO 9001 Quality and AS/NZA 4801 Safety. A 60,000 square metre custom-built distillation facility gently steam distils the heartwood oil, where each batch contains high concentrations alpha and beta-santalol content, allowing users to experience its full aromatic and therapeutic benefits. Quintis sandalwood oil also complies with ISO3518 and meets British and United States Pharmacopoeia standards, while its logs, wood chips and powder are globally certified.

Quintis’ natural, ethically sourced and fully traceable Indian sandalwood oil is versatile for a wide variety of beauty, aromatherapy and medicinal uses – and ultimately an active player in helping reduce greenwashing in consumer goods. The future of greenwashing collectively, lies in the hands of the consumer, producers and brands. As we continue to gain more knowledge and promote more information about the safety and production practices of these ingredients, greenwashing could easily become a notion of the past.

SIDE BAR

Six Red Flags to Look Out For When Purchasing Indian Sandalwood Oil

Companies have a responsibility to themselves, the consumer and the environment to provide a transparent account of their practices. Similarly, brands have a responsibility to question suppliers, distributors and traders to ensure their alignment with transparent, safe and sustainable practices. Below are six identifiable ways to determine the authenticity of a supplier:

1. Goods are priced significantly below going market rate
2. Cash only or a lower price offered for goods without paperwork
3. Invalid paperwork or otherwise suspect
4. Unusual sales methods or practices
5. Transactions fit the description of illegal transactions discussed in trade/industry publications
6. The inability of suppliers to provide rational answers to routine questions

References:

1. GreenPrint Business of Sustainability Index
2. Brand Essence Research – Clean Beauty Market Size

"RED FLAGS" TO LOOK OUT FOR WHEN PURCHASING INDIAN SANDALWOOD OIL

1. Goods significantly below going market rate
2. Cash only or a lower price for goods without paperwork
3. Paperwork invalid or otherwise suspect
4. Unusual sales methods or practices
5. Transactions fit the description of illegal transactions discussed in trade/industry publications
6. The inability of suppliers to provide rational answers to routine questions