Science-washing: The flawed ways beauty brands are marketing products

Published: 1-May-2024

Tori Crowther explores the murky waters of science-washing and the ethical dilemmas for beauty brands

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As if beauty was not difficult enough for consumers to navigate at times, science-washing has entered the chat.

Similarly to green-washing, where sustainability efforts are inflated to fit confirmation bias, science-washing occurs where science is either being used beyond what evidence shows, without appropriate credentials or in instances where science cannot give the answer. 

Although using science to communicate the brilliance behind beauty brands is fantastic, there can definitely be too much of a good thing in that area. 

What exactly is science-washing? 

Dr Michelle Wong, cosmetic chemist and content creator, defines science-washing 

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