Is Native Sustainable or is it Greenwashing?
This article was last updated May 2024.
Welcome to the series where I see if brands and products are actually what they say they are.
Is Native sustainable or is it greenwashing?
Two years ago I said it was greenwashing, so let’s see if anything has changed…
Native was founded as a way to to make “clean” & “nontoxic” deodorant which has since moved into other body care products. As we know, words like “clean” and “nontoxic” aren’t regulated - so let’s dive into what that means for Native.
Ingredients are Phthalate free, Paraben free, cruelty free (without a third party certification, so to me that doesn't really count), and their scents abide by the International Fragrance Regulatory Association (IFRA). *deodorants are aluminum & talc free.
All products are made in the USA, but they are owned by P&G & their formulas are not considered biodegradable.
The cool thing about Native is they offer plastic free deodorant which I love, but they promote the brand to be 1% for the planet, but in reality it’s ONLY for the plastic free deodorant (???? thats wild to me, why is it not every product??)
I’m actually going to include a screenshot of the only environmental statement on their website here and to be honest, this is just screams greenwashing:
“Plastic doesn’t make perfect, and we’re doing our part to help. Reducing our environmental impact is nuanced, difficult, and important work—and while we can’t promise to get it right every time, we can promise to be upfront and honest about our efforts. If you’ve ever read one of our ingredient labels you know transparency is sort of our thing.”
So Is Native sustainable or is it greenwashing?
SO, for a popular brand that would have the money and resources to do better - I’m disappointed because they definitely tout their products to be “natural” and “clean” - and maybe they are better than other brands - but they just don’t cut it for me.
I’m gonna say greenwashing - but what do you think?
XOXO,
Krys Gier
