As greenwashing scrutiny intensifies and conscious consumption becomes a competitive battleground, major beauty brands are betting on a new tool: eco-score labelling. With Nivea, L’Oréal, and Chanel now rolling out standardised A-to-E environmental impact scores on products, the industry is pivoting toward radical transparency. But will this shift actually influence shopper behaviour, or simply serve as reputational armour in a crowded, eco-hungry market?
This article breaks down the implications of eco-scores in beauty - the good, the bad, and the potential for real brand differentiation.
The Pros: A Common Language for Impact
Standardised eco-scores are designed to cut through the marketing noise and offer a clear, credible view of a product’s environmental footprint.
Consistency builds trust: Consumers are overwhelmed by unverified green claims. An A–E scale provides accessible, at-a-glance information.
Backed by science: The initiative uses a methodology endorsed by the European Commission via the EcoBeautyScore Consortium, including L’Oréal, Beiersdorf, and others.
Market differentiation: Brands proactively disclosing impact scores can position themselves as leaders in sustainability transparency.
Regulatory alignment: The system aligns with upcoming EU regulations focused on anti-greenwashing and product sustainability disclosures.
🧴 According to NielsenIQ, 78% of European consumers say sustainability influences their beauty purchases, but only 44% trust brand-led sustainability claims. Eco-scores aim to bridge that gap.
The Cons: Labels Don’t Change Habits (Yet)
While the system is robust, its power relies on consumers actually noticing and understanding the labels.
Behavioural lag: Studies show sustainability ranks below performance and price in beauty purchase decisions (McKinsey, 2024).
Label fatigue: Shoppers are already juggling nutritional scores, cruelty-free badges, and vegan icons - eco-scores risk getting lost.
Greenwashing risk persists: If not communicated clearly, brands might use eco-scores selectively or inconsistently, undermining credibility.
Opportunities: Strategic Leverage for Brands
Eco-scores aren’t just a compliance tool - they’re a storytelling opportunity.
Educate and elevate: Brands can build campaigns around improving scores, spotlighting supply chain changes and product reformulations.
Connect with Gen Z: Younger consumers prioritise ethical production - clear, digestible impact scores can drive deeper engagement.
Retailer alignment: Major beauty retailers may adopt eco-score frameworks as shelf standards, influencing buying visibility.
🛒 WGSN predicts that by 2026, retailers will increasingly categorise products by ethical or environmental score as much as by function or brand.
Challenges: Regulation and Reputation
Eco-scores don’t exist in a vacuum - they’re launching into a turbulent policy environment.
Policy flux: The European Commission’s anti-greenwashing regulations are still evolving, making standardisation complex.
Brand disparity: Smaller or niche brands may lack the resources to conduct full lifecycle assessments, widening the gap between Big Beauty and indie disruptors.
Sustainability inertia: Without consistent enforcement or incentives, there's a risk of the system becoming symbolic rather than transformative.
Key Takeouts
Eco-scores reflect an industry-wide pivot toward standardised sustainability communication.
Consumer awareness is still low - education and clear messaging will be critical.
Brands that integrate scores into wider ESG narratives will gain trust and loyalty.
Retailers and policymakers will play key roles in scaling adoption and accountability.
Next Steps for Brand Marketers
Don’t wait for enforcement: Treat eco-scores as an opportunity for brand leadership, not just compliance.
Make it visible: Integrate scores into packaging, campaigns, and ecommerce - not just the fine print.
Invest in education: Use storytelling and digital content to demystify what an A vs. a C score really means.
Benchmark competitors: Understand how your brand’s scores stack up and where improvements can be made.
Think beyond the label: Pair scores with real shifts in materials, sourcing, and production for lasting impact.
The race for sustainable credibility is on. Eco-scores are no silver bullet, but for brands willing to go deep on transparency, they may just be a tipping point for trust.