Everyone’s heard the expression ‘whitewash’ — it’s defined as 'a coordinated attempt to hide unpleasant facts, especially in a political context.'

‘Greenwash’ is its environmental twin.

– 'When a company, government or other group endorses green-based environmental initiatives or images but actually work in a way that damages the environment or in an opposite practice to the goal of the announced initiatives.'


This includes manipulating customer’s lack of knowledge about the environmental benefits of a product/service through misleading advertising and ill-founded claims.

It’s whitewashing, but with a green brush.


The term was coined around 1990 when some of America's worst polluters (including DuPont, Chevron, Bechtel, the American Nuclear Society, and the Society of Plastics Industry) tried to pass themselves off as eco-friendly at a trade fair in Washington, DC.


Sophistication of corporate public relations strategies is mind-blowing.

A classic example is energy companies - some of the world's biggest carbon emitters – who strive to rebrand themselves as environmentally friendly and run advertising campaigns praising a 'green' technology they’re working on — but that 'green' technology represents only a trivial chip of the company’s otherwise not-so-green business.

Or a hotel that calls itself 'green' because it permit guests to choose to sleep on the same sheets and reuse towels, but actually does very little to save water and energy where it counts — on its grounds, with its appliances and lighting, in its kitchens, and with its vehicle fleet.

Or 'New green and improved' shampoo only because they packaged it in a recycled bottles but left all the chemical crap in the formulation.

Or a bank that’s suddenly 'green' because you can manage your finances online, or a grocery store that’s 'green' because they’ll take back your plastic grocery bags, or …

You get the idea. Nothing more than the cynical use of environmental themes to whitewash corporate misbehaviour.


We borrowed bad-boy ‘GREENWASH’ to wash it and use as a quirky name for our company.

We are a company committed to create skin care products that are truly green.

  • never tested on animals

  • 100% biodegradable

  • locally made with organic and fair trade ingredients where possible

  • sustainable

  • free from crap chemicals

  • animal derivatives and palm oil.

All the ideas that are worth washing for!