The words natural, green, and clean have been buzzing around the industry for years. So much so that you’re probably sick of hearing them! Consumer claims in this category are messy and it almost feels as though the industry has thrown up its hands at the idea of defining natural and clean. However, there are tangible components of naturality and there are concrete ways to communicate this to your consumer.

Inolex’s first ever BeautyFood Edu-Series, Goodbye Greenwashing, explores the wellness and transparency trends and their impact on natural claims, certification bodies, and ways to formulate more naturally without sacrificing performance.