Greenwashing: Why we're Angry!

It’s mainstream for people to want to be “green” and “sustainable” these days- people are acutely aware of the risks affecting our planet and the need to protect it

We get that some people aren’t that bothered- people look for home fragrance based on scent, price and what it comes in. Supermarkets and home stores sell millions of candles a year made from mainly synthetic ingredients and most don’t really make any claims otherwise.

What makes me angry is companies that are making sustainability claims to dupe you into buying something you think is natural or environmentally friendly when it isn’t. Most of these companies are very careful with their wording- in fact, if they put as much effort into sustainability as they do into staying just the right side of the law in their claims, then they might start to make better candles!

Common phrases to watch out for include

“Made with essential oils” - This usually means made with a small amount of some of the cheaper essential oils, blended with synthetic fragrance

“Free from nasty chemicals”- There’s no legal definition of this term. The “nastiest” chemicals are banned by law anyway- this phrase could mean nothing more than “our products don’ contain anything illegal”. There are lots of candle companies claiming they are “free from nasty chemicals”, when reading the label reveals synthetic ingredients that are made using harsh chemical processes and often persist long-term in the environment and cause toxicity to wildlife or waterways. Now I don’t know about you, but this seems to fit my definition of a “nasty” chemical.

“Sustainable”- Again, a word with no legal definition, meaning that companies can often get away with making this claim without being able to back it up with specifics

“Locally sourced”- No legal definition- in fact, a bit worrying- seeing as most essential oils and candle wax ingredients can only be sourced from growers outside of the UK, what do they mean? Vague terms such as this without specifics are just marketing buzz with no real meaning.

“Organic”- This is widely held to mean ingredients grown through organic farming methods and certified independently as such. However, it doesn’t stop unscrupulous companies from continuing to use the term or buying up search engine terms such as “organic candle” even if their products contain no such thing! There is a well known example of one large candle company being sued successfully by the Soil Association for claiming their candles were “organic” simply because they were made with plant-based ingredients. They had to change their name- but others still try their luck.

“Natural soy”- See our previous blog post for more details. Just because something is a plant doesn’t make it natural. The vast majority of soy candle wax (even that claiming to be GMO-free) is grown in vast monoculture fields that are terrible for biodiversity and soil quality. Much candle soy contributes to deforestation as well.

For us, companies falsely making these claims are worse than those just getting on with making synthetic candles. Recognising your choice as a consumer to choose what you prioritise is one thing. Manipulating you into buying something you think is more natural or eco-friendly than the reality is despicable behaviour as far as we’re concerned.

It’s a good guide to check whether so called “natural” candles are too good to be true- either by price, or lack of detail and transparency on their product information. Pay close attention to “lies by omission” too.

At Kyrra, our mission is genuinely to make the best smelling, most eco-friendly candles possible

You may notice our candles smell different from other brands you’ve used before

The lack of some synthetic chemicals can take a bit of getting used to- but once you experience the difference you won’t want to go back

Our candles are only made with sustainable natural wax and 100% pure essential oils

We focus on creating the best fragrance possible from the best ingredients

Every aspect of sustainability is considered across the supply chain and manufacturing process

That’s why you don’t see ribbons, trinkets or plasticised coatings on our packaging- because we want to make sure everything is as easy to recycle as possible

We show respect to nature and the communities that produce our essential oils from across the world- often purchasing from producers in poor communities that follow certified organic or sustainable practices to ensure that they receive a fair income and their environment is preserved for generations to come

For us, doing the right thing is always more important than the number of candles we sell

We go to great efforts to provide transparency about our products and sourcing on our website- and if there’s anything we’ve missed that you want to know- feel free to reach out and ask!

However, as a business we can’t run solely on good intention- so we need you, our community, those who care- to be vigilant for greenwashing and make sure that, whatever you choose to buy, it is what you think it is

Thanks!

Ben