CNERG: Examining sustainability communication in the global cosmetic industry

This study analyzed how cosmetic brands in Canada and India communicate sustainability through product descriptions, comparing industry-leading, fast beauty, and sustainable brands. The research explored branding strategies, transparency in sustainability claims, and the prevalence of greenwashing. Findings revealed that leading brands prioritize product performance and emotional appeal over sustainability messaging, while fast beauty brands frequently make sustainability claims but often lack substantiated evidence. Greenwashing emerged as a significant issue, particularly due to vague or misleading claims. 

A key difference between the two countries was the level of transparency in sustainability communication, with India demonstrating greater openness. This raises questions about the role of national regulations in shaping corporate sustainability messaging and consumer trust. The study highlights the need for stronger policies to improve eco-label credibility and reduce misleading claims in the cosmetic industry. 

The research provides valuable insights for global brands, consumers, policymakers, and educators. Brands must ensure sustainability claims are evidence-based to maintain consumer trust, while policymakers can strengthen regulations to enhance transparency. Future research will expand the study to Italy and Brazil to further examine how national regulations influence sustainability messaging and the prevalence of greenwashing in different markets.