Tasha Nickson from The Soil Association on "greenwashing" and sustainable storytelling

In this episode, Viola sits down with Tasha Nickson from the Soil
Association to talk about sustainability storytelling in the
beauty industry. We discuss why vague claims damage consumer
trust, how certifications like Cosmos cut through the noise, and
what brands should focus on when communicating their
environmental and ethical credentials. Tasha explains the
difference between natural and organic, shares insights on
ingredient sourcing as an underused storytelling opportunity, and
reveals which beauty brands are doing sustainability
communication particularly well. We also touch on the reality of
costs for small brands, the "less but better" approach to
consumption, and emerging trends around health and skin
microbiomes. Whether you're building a beauty brand or simply
curious about what's behind those green claims, this conversation
offers practical guidance on navigating sustainability in an
increasingly conscious market.


Find out more about Soil Association certification at
soilassociation.org and follow them on Instagram for their latest
campaigns and beauty industry insights.