Posted By: Jenay Zhyrov
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Posted On: 10/7/2025
Greenwashing refers to the practice of exaggerating how eco-friendly products, packaging, or manufacturing practices really are in an effort to tap into the growing demand for safer, greener solutions. When companies engage in this type of misleading marketing strategy without actually developing products with clean ingredients, it can harm consumers and the planet—not to mention create mistrust for the larger industry.
Greenwashing can be subtle and tricky to catch at first glance. Here’s what to watch out for in greenwashing marketing so you don’t get duped.
Words like “plant-based,” “non-toxic,” and “eco-friendly” aren’t necessarily bad, but they’re vague and unregulated. Without clear proof, those labels don’t mean much. For example, a laundry detergent with a “natural ingredients” sticker on it might include only one plant-derived ingredient and still contain harmful chemicals, such as toxic chemical fragrances disguised under the generic term “fragrance.”
Look for: Full ingredient lists and independent ratings from sources like the Environmental Working Group (EWG) to understand what’s toxic and what’s safe.
It’s fair to say that green logos and packaging with images of leaves, flowers, or nature scenes are the industry standard for companies that want to signal their product is natural and environmentally friendly. But for some brands, it’s a facade.
Look for: Transparency about what’s inside the bottle. Ingredients matter more than pretty packaging.
A vague certification seal, like “certified all-natural,” might look official, but some companies create these themselves to mimic real third-party certifications—even though no recognized organization has actually awarded them.
Look for: Verified certifications from trusted organizations, such as the Environmental Working Group and Think Dirty, or compliance certificates from groups like the International Fragrance Association. These companies evaluate and verify products against strict standards for the safe use of ingredients.
Some companies add one or two “natural” laundry detergents to their product line without changing their overall practices—more for optics than real safety or sustainability. That’s why it’s worth looking for companies with a genuine origin story, like Truly Free Home, which was created after our founder’s son developed a mysterious rash from harsh ingredients in conventional laundry detergent.
We have nothing to hide: all of our ingredients and their EWG ratings are listed on our site, so you never have to second-guess what you’re using to clean your laundry and your home. Truly Free Home Laundry Wash contains no harmful chemicals or toxic chemical fragrances—though if you’re sensitive to certain plants, you can check our list of plant-derived allergens just to be safe. And thanks to our reusable forever jugs and mix refills, you can also cut down on plastic waste.
Whether you prefer our subtle signature scent, made with botanical essential oils from citrus and eucalyptus, or our unscented option, you can trust us to keep your laundry fresh, clean, and safe for your family.
