Are We Greenwashing? Here's How We Think About Our Environmental Claims

New EU rules on environmental claims and greenwashing are taking effect since September 27. In Sweden they apply in full from 1 January 2027. Words like green, sustainable and eco-friendly must be substantiated, and can't create a greener impression of a product than what's actually justified. You can read more about the EU's Green Claims initiative on the European Commission's website.

What Do We Actually Say?

Three of the claims we use most are fragrance-free, dermatologically tested and made in Sweden. We don't describe our products as sustainable or eco-friendly. But reviewing the new rules made us think about how clear other types of claims really are - and whether we risk greenwashing without meaning to.

What Does "Free From" Mean?

Our formulas are, among other things, silicone-free. Silicones are permitted ingredients, but we've chosen to formulate without them, which is why we say so. A "free from" claim, however, only says what isn't in the product.

Just as relevant is what we use instead, and why. Glycerin helps retain moisture, shea softens, and panthenol and squalane provide care and shine. You'll find the full ingredient list on each product page, including our Moisturizing Shampoo.

And What Does "Natural" Mean?

We don't describe Rufs as "natural." The word itself says fairly little about a product, and natural doesn't automatically mean better or safer.

That said, our products do contain a high share of naturally derived ingredients: 99% in Detangler, Conditioner and Leave-In, and 97% in Shampoo. That means the ingredients come from natural sources, but they may have been processed before becoming part of the formula.

And What About This One?

Our current tubes carry the label "eco-friendly Green PE," which comes from our packaging supplier and refers to a bio-based plastic made from renewable sugarcane feedstock. The label isn't our own, but it does appear on our product. Our upcoming packaging is moving to recycled plastic, in line with the EU's growing focus on circularity.

What Should You Look For?

Next time you come across a claim like green, natural or free from, look at what it actually means, what it refers to, and what's used instead - that's the core of avoiding greenwashing, both as a brand and as a consumer.

For us, it ultimately comes down to trust: Rufs is developed with children in mind, made in Sweden, and today also available at Apoteket, which sets high quality standards. Read more about our approach in our philosophy. That's why we're open about the choices we make and why.

If you have any questions, you're always welcome to reach out att hello@rufscollective.com