Environmental and sustainability claims are facing growing scrutiny across Europe. As new EU rules raise expectations around specificity, substantiation, and consumer clarity, cosmetic brands must avoid vague or unsupported language while still communicating meaningful progress around naturality, sustainability, sourcing, packaging, ingredients, and certification.

This panel will explore how brands can make stronger environmental claims without falling into greenwashing or retreating into green hushing. The discussion will examine what responsible environmental communication looks like in practice, what evidence and documentation should support these claims, and how certification can help build trust when used accurately and responsibly.