For more than a decade, “clean beauty” has been one of the fastest-growing categories in cosmetics. Consumers are drawn to products marketed as natural, non-toxic, or eco-friendly, and brands have responded with packaging that emphasises purity and sustainability. Yet in 2025, the UK and EU are clamping down on vague or unverified claims. Regulators, retailers, and watchdogs have signalled that “clean” can no longer be just a marketing slogan – it must be backed by evidence, certification, and clear labelling.
The Rise of Greenwashing Concerns
The UK’s Competition and Markets Authority (CMA) has made cosmetics one of its priority sectors under the Green Claims Code. The ASA’s Climate Change and the Environment project has also highlighted personal care advertising as a hotbed for misleading environmental language. The problem lies in how consumers interpret broad terms like “clean” or “natural.” Without context, these claims suggest that a product is safer, healthier, or more sustainable than competitors, even when there is little proof. In 2025, such ambiguity will be challenged. Brands are expected to show how ingredients are sourced, processed, and disposed of, and to avoid suggesting absolute environmental benefits unless they can be proven across the product’s full lifecycle.
Ingredient Transparency and Allergen Labelling
One of the most concrete requirements for cosmetic labels is ingredient transparency. Products must display INCI (International Nomenclature of Cosmetic Ingredients) names clearly, regardless of whether they are synthetic or derived from plants. Botanical extracts and essential oils, often used to bolster a “natural” positioning, may also require allergen disclosure under EU and UK rules. For example, labelling must identify fragrance allergens such as limonene or linalool, even if they occur naturally in essential oils. In this sense, the push for clarity is not just about environmental honesty but also about consumer safety.
Retailer Standards Are Getting Tougher
Beyond regulators, retailers are raising the bar. Large pharmacy chains and supermarkets want to avoid liability for misleading marketing on their shelves. Many now require third-party certifications, such as Soil Association organic approval, Vegan Society trademarks, or Leaping Bunny cruelty-free logos, before they will stock a product marketed under the “clean” banner. They also look for packaging that avoids imagery implying environmental benefits, such as leaves, nature motifs, or recycled cues, unless these are substantiated. For smaller brands, this shift means investing in credible certification and packaging redesign, or risk exclusion from mainstream retail channels.
What Labels Must Show in 2025
To meet expectations, cosmetic labels must present facts, not promises. If a product is marketed as natural, brands should explain what percentage of the formulation is plant-based and identify which parts are not. If it is claimed to be biodegradable, evidence must show that this applies under likely disposal conditions, not only in controlled tests. Claims of “sustainable” or “eco-friendly” packaging should be supported with proof of recyclability or compostability, aligned with the UK’s Simpler Recycling rules.