The Truth About ‘Greenwashing’ in Cleaning Products and how not to be fooled by the "eco" labels!
So where do we start?
You’re standing in the cleaning aisle at your local supermarket, trying to make the eco-conscious choice. You pick up a bottle with soft green packaging, maybe a leaf or a plant on the label, and words like “natural,” “eco-friendly,” or “plant-powered.” You feel good about your choice. You’ve done your bit for the planet today, right?
Well… maybe. Or maybe you’ve just been greenwashed.
So what exactly is greenwashing?
Greenwashing is when a company makes a product look environmentally friendly—often through clever branding and vague claims—without actually backing it up with sustainable practices or ingredients. It’s all about the marketing fluff, not the eco-stuff.
It’s like putting a cucumber slice on a burger and calling it a salad.
Why it’s such a big deal
The cleaning industry, like fashion and food, has discovered that sustainability sells. And while some brands are genuinely working hard to clean up their act (pun intended), others are just slapping a green label on the same old chemical cocktail and hoping you won’t look too closely.
And the big boys are buying up the eco friendly brands. Did you know Method and Ecover are owned by S. C. Johnson & Son, and this is what Ethical Consumer has to say about S. C. Johnson & Son:
Despite buying the ‘green’ cleaning brands Method and Ecover in 2017, SC Johnson performed poorly when it came to the environment. The company received Ethical Consumer’s worst rating for Environmental Reporting as it failed to set any targets for reducing its environmental impact.
It also continues to use all three of the toxics commonly contained in cleaning products – parabens, phthalates and triclosan. It therefore received Ethical Consumer’s worst rating for its toxics policy and lost a full mark under Pollution & Toxics.
The problem? It erodes trust. And worse, it stops progress. If people think they’re making eco-friendly choices when they’re not, then we all get a bit stuck.
Plus, in the UK, terms like “green” and “natural” aren’t legally defined or regulated. That means brands can use them pretty freely without having to prove a thing
How to spot a greenwasher
Here’s what to keep an eye out for next time you’re shopping for cleaning products:
Vague buzzwords – “Eco,” “natural,” “non-toxic”… sounds lovely, but what do they actually mean? Unless there’s a clear ingredients list or third-party certification to back it up, it’s just marketing waffle.
Green packaging and nature imagery – Leaves, flowers, waterfalls… it’s the visual equivalent of shouting “I’m eco!” with jazz hands. It doesn’t mean the contents are any better for the planet.
No full ingredient disclosure – If you can’t find a proper list of ingredients on the label or their website, that’s a big red flag. Transparency is key.
Lack of certification – In the UK, look for legitimate eco-labels like:
- The EU Ecolabel – The official European Union voluntary label for environmental excellence
- Cruelty-Free International (Leaping Bunny)
- Vegan Society Certified
These show the product has actually passed some kind of independent review—not just made empty claims.
What to do instead
Alright, don’t panic! It’s not all doom and gloom, you’ve got this.
Here’s how to spot the greenwashers and make the right decisions so you can feel good about your cleaning cupboard:
Do your research – You don’t have to be a super detective as Ethical Consumer has done it all for you, all you need to do is become a member and you’ll have all the information you need to make the right choices.
Stick to brands you trust – Support companies that are open about their ingredients and committed to low-waste packaging, ethical sourcing, and carbon-conscious manufacturing.
DIY it – Honestly, your kitchen is a treasure trove of natural cleaners. White vinegar, bicarb of soda, lemon juice, and a few essential oils can tackle most messes—no mystery chemicals required. Take a look at my DIY natural cleaning recipes to get you started.
Refill, reuse, repeat – If you can buy cleaning products from refill shops or brands that offer returnable packaging (Fill or Miniml), even better! Less waste, less nonsense and you know the shop owners have filtered out the greenwashing brands.
Final Thoughts
Greenwashing is sneaky—but you’re smarter than that. By learning what to look for and being a little more intentional with your choices, you’re not just dodging dodgy products… you’re helping shape a cleaner, greener future.
And remember: progress over perfection. If you’ve bought something in the past thinking it was eco-friendly and it wasn’t, that’s OK. We’re all learning as we go. What matters is what you do next.
We don’t need a handful of people doing zero waste perfectly. We need millions of people doing it imperfectly.”
Anne-Marie Bonneau, aka The Zero Waste Chef,
