As the ‘clean’ and ‘sensitive skin’ categories grow with minimal oversight, brands seek differentiation through third-party certifications

As consumer values and needs evolve in an increasingly crowded beauty marketplace, more brands are turning to third-party seals to validate their ingredient, safety and environmental claims. 

This growing movement is partially fueled by consumer awareness around greenwashing outpacing regulation, said Laney Crowell, founder and CEO of Saie, a cosmetics and skin-care brand certified by a variety of environmental groups including Climate Neutral, Leaping Bunny and Plastic Negative. 

“Beauty consumers are becoming more educated every day, and they’re very aware of greenwashing and brands claiming, ‘Oh, there’s this ingredient in our product,’ when 90% of the ingredients are something that’s not good for their skin,” Crowell told Glossy. “I wanted to get certified for my own mental confidence that we were making all of the right choices in terms of being as sustainable as possible.”

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.