In the beauty industry, many brands have shied away from communicating their green efforts due to fears of being accused of greenwashing. As consumer and market scepticism about sustainable practices grows, it becomes crucial for brands to find ways to develop and promote better products with robust, transparent claims. This webinar will explore strategies for brands to navigate the complexities of sustainability, offering insights on how to innovate effectively, substantiate their environmental claims, and meet the increasing demand for greener solutions. By adopting these practices, brands can build trust, demonstrate genuine commitment to sustainability, and stand out in a crowded market.