With the recent growing movement in support of environmental sustainability, there has been an increase in pressure on brands to focus marketing and branding attempts on these topics. The beauty industry has been found guilty of this, using unsubstantiated buzzwords such as ‘natural’ and ‘organic’ to convince consumers that their products are environmentally friendly. Due to no FDA-approved definition of these buzzwords, the beauty industry can exploit the lack of regulations and standards to deceive those buying their products.