As more consumers become aware of the negative social and health impacts of traditional skincare, there has been an increased demand for environmental responsibility and choosing natural ingredients in skincare. So much so that it can often be confusing to know which brands, ingredients, and practices you can trust versus those that are merely green-washing in an attempt to profit off of the latest trends in skincare.

Beauty brands use the term “clean” to signal that products don’t contain certain ingredients (natural or synthetic) that they consider controversial or unsafe, like parabens and talc. The problem is, without regulation, anything can be called “clean”— whether proven unsafe or not.


According to, clean beauty means a non-toxic product that is made without a long, ever-evolving list of ingredients linked to harmful health effects.

Green (also referred to as sustainable) beauty however specifically applies to products that are developed with minimal present and future environmental impact. This broad term covers everything from what’s in a product to how it’s made, packaged, distributed and disposed of.

Are you considering to make the switch?  Here are a few guidelines to follow in choosing the right green beauty brand for you:

1.       Know your ingredients.

Check for INCI

Beyond spending time studying the back of labels and looking up every single ingredient individually, you should first look for the INCI. The International Nomenclature of Cosmetic Ingredients, (INCI), is a system of names for waxes, oils, pigments, chemicals, and other ingredients in soaps, cosmetics, and the like, based on scientific names and other Latin and English words. Ingredient names must comply by law with EU requirements by using INCI names.

Ingredients must be listed according to their total weight in descending order.

The FIRST INGREDIENT on the list is therefore what the product is mostly composed of. Because the accurate percentage is not stated, the INCI listing only serves as a source of information where consumers can check how much concentration of individual substances is used at first glance.

For example, if the First Ingredient listed is AQUA (Water), you are paying at least 75% of your money for water when purchasing water-based products like creams and lotions. 

It would also be helpful to find out where your money is going when purchasing anhydrous products like face oils, balms, body butter, etc.

For example, if the FIRST INGREDIENT listed is Helianthus Seed Oil (Sunflower Oil) or Vitis Vinifera Seed Oil (Grapeseed Oil) and the product is being marketed as luxurious, you may want to do a little homework before spending that hard-earned money. The first on the list of an anhydrous product can take up a minimum percentage from 40-75% of the total formula.

Sunflower and Grapeseed Oil are two of the easiest accessible oils in the market which makes it relatively cheap. The type of extraction of oils from the source also affects the quality of the ingredients since refined oils are extracted using heat and chemicals to get the most out of it – which makes an ingredient even cheaper. The downside of using refined oils is that the fatty acids that build up the oil are destroyed during the refining process which makes it less effective than it’s cold-pressed and unrefined counterparts.


The INCI is especially important to individuals who show allergic reactions to one or more substances. This listing offers allergy sufferers the opportunity to check the listing for any harmful ingredients. Latin names are often used for plant ingredients. The cosmetic regulation laws are enforceable to ensure consumer safety. For example, the ingredients listed on the ingredient declaration ensure that the purchaser can assess the risk of an allergic reaction to an ingredient. INCI names are mandated on the ingredient statement of every consumer personal care product that follows global regulations.

Here in Nami Naturale, we care about you and your family’s wellness. This is one important standard we adhere to show we take serious responsibility. We make sure that we follow the laws and regulations in making safe personal care products to nourish your skin and wellbeing.


I have seen a few brands in the market that seem to be 1000% percent jumping in the natural industry bandwagon blinded by the idea of having a profitable business by selling to the consumer’s products that are complete lies and fake. And it is alarming. Brands selling their products using “bamboo” but the interior is still plastics, companies saying they are sustainable but scroll in their hashtags and you’ll see #buckingthetrend, they are also selling miscellaneous products that add to the costs not only to you as the consumer but also to our environment just because they want their products to look pretty, products sold as organic using organic ingredients that is naturally meant to have colour but when you check the consistency and color of the liquid – it is thin, greasy, and colorless. These are a few examples of “greenwashing”.

For example, when a product is showing Organic Rosehip Oil or Calendula Oil – the end product looks should range from having a deep golden yellow to pale yellow color. A slight hint of color should be visible even when refined oils are used. I also find that organic oils are richer in texture than refined oils. (Also to note that richly textured organic oil do not mean it will be a greasy oil but I’d rather save this one for another article).

That’s why we thought of creating this post to help you make informed decisions on your purchases. We created Nami to break the barriers and expose the truth. Because you deserve to get the best worth of your hard-earned money.

2.     Choose brands that give back

Seek out beauty brands that donate a portion of their proceeds or make a contribution to environmental causes.

Nami Naturale is born on a passionate desire to make a difference in the world. Our mission is to offer quality organic skincare products and at the same time educate people about the benefits of using organic skincare not only to one’s personal health but to our environment’s sustainability. To show our genuine commitment to be an advocate of earth’s sustainability, we have partnered with One Tree Planted. For every regular product sold, we will plant a tree.

It will be our life long mission to make a difference in the world in our own little way. We hope to inspire and support individuals and other businesses to do the same. We will continuously use our brand as a platform to educate about sustainability, wellness, and support causes that matter.

3.     Pick less packaging

The more minimal the packaging, the better for the environment. Try to choose products with fewer packaging components and avoid products with packaging that cannot be recycled.

Here in Nami Naturale, we continuously strive to improve our ways to minimize our carbon footprint on the earth.  When it comes to selecting our packaging, we always think of how it will impact the environment more than how it will be a pretty packaging. We also reuse boxes from shipping scraps, households, and local stores as shipping boxes for your orders.

There you are…We hope that this article is useful the next time you buy your green beauty products! Happy shopping!

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