How to choose real natural cosmetics (and not fall into greenwashing)

In recent years, natural cosmetics have gained prominence. More and more people are looking for products that are more respectful of their skin and the planet, simple formulas and brands that work with transparency.

But there has also been an increase in brands jumping on the "eco" bandwagon without actually being eco. This strategy is called greenwashing: to appear to be natural or sustainable without really doing it.

At EKIEKO we want to make it easy for you so that your decisions are more conscious every day. Therefore, in this guide you will learn how to identify authentic natural cosmetics and how to distinguish it from an empty commercial claim.

What is considered natural cosmetics?

A natural cosmetic product is one formulated mainly with ingredients of vegetable or mineral origin, avoiding aggressive synthetic substances or those derived from petroleum.

This does NOT mean that everything natural is good and everything synthetic is bad. It means choosing ingredients that care for the skin while respecting its rhythms, that do not pollute and are safe in the long term.

The problem of greenwashing in cosmetics

Many brands use words such as eco, , natural, , botanist o green on their packaging... even if their formulas contain silicones, artificial fragrances or controversial preservatives.

This creates confusion and makes it difficult for consumers to know what they are really buying.

Therefore, the key is not what it says on the package, but what it says on the packaging read formula, seals and brand transparency.

How to identify authentic natural cosmetics

1. Check the list of ingredients (INCI)

The real formula is always there. Some key points:

• Ingredients are ordered from greater to lesser presence.

• If natural components are at the bottom of the list, their presence is minimal.

• Suspicious" ingredients to avoid in natural cosmetics:

  • Kerosene and petroleum derivatives (paraffinum liquidum, petrolatum).

  • Silicones (dimethicone, cyclopentasiloxane...).

  • Parabens (methylparaben, propylparaben...).

  • Formaldehyde-releasing preservatives.

  • Synthetic fragrances (parfum).

If you are overwhelmed by the INCI, consider that the shorter and easier to understand, the better.

2. Look for reliable organic seals

Stamps are not essential, but they are a guarantee.
Some of them are well known:

• COSMOS ORGANIC / COSMOS NATURAL

• Ecocert

• Natrue

• BDIH

• Soil Association

These certify that the majority of ingredients are natural and that strict production and sustainability standards are met.

3. Choose transparent brands

A real natural brand:

• Explains the origin of its ingredients.

• Shows percentages of naturalness (e.g. 99% natural ingredients).

• Avoid exaggerated claims.

• Does not hide the INCI.

• Speak clearly about your processes and suppliers.

When a brand is honest, it shows.

4. Observe the texture and perfume

Natural cosmetics usually have:

• More fluid or less "perfect" textures (without silicones).

• Mild or herbal scents (essential oils or natural perfumes).

• Slight color variations between lots (due to plant origin).

If a product smells "too good" or has a "red carpet" effect texture, be suspicious.

5. Ask yourself what you really need

Sometimes, less is more.

• Dry skin? Prioritize natural oils and butters (jojoba, almond, shea).

• Sensitive skin? Avoid perfumes, even natural ones.

• Oily skin? Look for regulating plants such as tea tree or witch hazel.

Choosing natural is not about accumulating products, but about choose what goes with you every day.

Why choosing natural cosmetics makes a difference

• Better respects the balance of the skin.

• Reduces exposure to unnecessary chemicals.

• It is more sustainable for the environment.

• It favors a more conscious consumption.

• It is based on living, active ingredients of vegetable origin.

Small daily choices, big changes in your well-being.

Conclusion

You don't need to be an expert to identify quality natural cosmetics.
Just look at the ingredients, the seals, the transparency and how your skin reacts.

At EKIEKO we select only brands that meet these standards, so that taking care of yourself is simple and safe.