How to Spot Greenwashing in Cleaning Products and Choose Truly Eco-Friendly Options

Choosing between natural home cleaners and toxic ones seems like an easy decision. In principle it is, but in practice, it’s harder than it should be. Why? Because of greenwashing.
Earth Month is a time to reflect on the everyday choices that shape our homes - and our impact on the planet.

From laundry detergents to all-purpose sprays, cleaning products are part of our daily routines. But in 2026, one question matters more than ever:

What does “eco-friendly cleaning” actually mean?

With more people prioritizing sustainability, the market for eco-friendly cleaning products has grown rapidly. But alongside that growth comes a new challenge:

How do you know which products are genuinely sustainable - and which are just marketed that way?

Terms like “green,” “natural,” and “non-toxic” are everywhere, yet they’re often loosely defined. The result is a crowded landscape where it’s increasingly difficult to tell the difference between truly eco-friendly cleaning products and those engaging in greenwashing.

WHAT IS GREENWASHING IN CLEANING PRODUCTS

Greenwashing is the practice of using unsubstantiated or misleading claims relating to the positive environmental benefits of a product. What is worse is that greenwashing preys on the willingness of consumers to do the right thing and use their dollars to support companies that they think share their values.

In the cleaning industry, greenwashing is not only dishonest but can cause harm to consumer health and is even harder to spot because of weak product labelling laws. 

In the cleaning industry, this can look like:

• Highlighting one “natural” ingredient while ignoring the rest
  
• Using vague claims like “eco-friendly” without proof
  
• Packaging products with nature imagery to imply sustainability
  
• Promoting a single environmental benefit while overlooking bigger impacts
  

Greenwashing isn’t always intentional - but it creates confusion and makes it harder for consumers to make informed choices.

HOW TO IDENTIFY AND AVOID PRODUCT GREENWASHING

Brands can say (almost) whatever they want about their cleaning products in order to sell them. There is nothing wrong with promoting products as environmentally friendly - as long as they actually are! The unfortunate reality is that many companies using these messages shouldn’t be.

This is where third-parties come to the rescue. Companies can say many things about their products, but the purpose of third-party certification is to assure consumers that the products they have approved comply with their standard benchmark.

Two terms that are fairly well-regulated by third-parties are:

“Organic”

The use of the term “organic” is monitored closely by the Canada Organic Regime but unfortunately their federal standards only apply to food products. Non-food products can be certified by third-parties such as USDA Organic or Canada Organic, however it can be complicated for cleaners to qualify with certifications that require a specific percentage of product ingredients to be organic.

This is because the term “organic” can only be applied to agricultural produce, so some ingredients such as naturally occurring minerals don’t qualify. These ingredients are often the ones that make a cleaning product effective (such as surfactants and emulsifiers) and do not have effective organic replacements.

If a cleaning product makes an organic claim, check to see how this claim is communicated. There are standards for communicating the organic contents of a product (eg. “100% organic” vs “made with organic ingredients”). Check to see if the product’s organic labelling makes an attempt to comply with the standards set for their organic content claims.

“Cruelty-free” 

Cruelty-free was once an unregulated term with many companies even designing their own bunny logos. In response, the Coalition for Consumer Information on Cosmetics (CCIC) agreed to promote a single comprehensive standard and an internationally recognized Leaping Bunny Logo which indicates that a product abides by their animal welfare standard.

The meaning of other terms, however, isn’t crystal clear.

“Green” or “Eco”

Take these claims with a BIG grain of salt. There are no strict regulatory bodies governing the use of these terms. You can look for third-party logos such as Ecocert, Green Seal or EcoLogo that verifies the genuine practice of environmental respect in the formulation and manufacturing of a product. For example, a product with an Ecocert logo (an internationally recognized certification body) must list all ingredients on the product label and favour renewable resources among many other standards.

“Natural”

Again, the term natural is essentially meaningless. It could mean that a product is partially or fully natural. The only way to know is to look at the ingredients list (if they are all listed) and check to see if they are actually natural.

“Fragrance”

Fragrance is one of the most opaque terms you can find on a product label. This is because historically, a product’s fragrance was considered proprietary or trade secret information, so the ingredients that make up a fragrance in a product don’t need to be disclosed. The Environmental Working Group’s (EWG) ‘Guide to Healthy Cleaning’ found that ingredients linked to fragrances are toxic and can act as allergens.

WHY ECO-FRIENDLY DOESN’T ALWAYS MEAN SAFE

One of the biggest misconceptions is that environmentally friendly cleaning products are automatically safe for human health.
In reality:

• A product can be biodegradable but still irritating or harmful
  
• “Plant-based” ingredients can still be highly processed
  
• “Natural fragrance” can still include undisclosed compounds
  

That’s why it’s important to look at both:

• Environmental impact
• Human health and ingredient safety

Truly eco-friendly cleaning products should consider both - not just one.

MIND THE KNOWLEDGE GAP

Many cleaning product manufacturers promote and benefit from the knowledge gap between themselves and their customers. They make it hard to make informed, responsible choices and hide their own destructive choices with misleading advertising - particularly by using unregulated “greenwash” messages.

When it comes to food, you know what you’re getting thanks to government-mandated ingredient lists. But cleaning products don’t require the same transparency. What is worse is that most ingredients in chemical cleaners have long, complex names (you know, like ethylene glycol monobutyl ether?) that consumers are less likely to recognize and understand which are harmful, even if they are able to find out what the ingredients are!

This makes it easier for crafty marketers to pull tricks on conscious consumers.

HOW TO CHOOSE ECO-FRIENDLY CLEANING PRODUCTS (5 PRACTICAL TIPS)

If you’re trying to create a healthier, more sustainable home, here are five practical ways to make more informed choices:

1. Check Ingredient Transparency

Look for brands that clearly list all ingredients - not just highlight a few.
The more transparent a company is about what’s inside their cleaning products, the easier it is to make informed decisions about safety and sustainability.

2. Look for Trusted Third-Party Certifications

Independent certifications can help verify whether a product meets strict health and environmental standards.

One of the most recognized is from the Environmental Working Group (EWG), which evaluates:

• Ingredient safety
  
• Full label transparency
  
• Potential health impacts
  

Certifications like EWG Verified® provide a solid layer of confidence when navigating eco-friendly cleaning options.

3. Be Mindful of Fragrance

Fragrance is one of the most common hidden ingredients in cleaning products.

Even products labeled “natural” or “green” can contain undisclosed fragrance components. 

When possible, look for:

• Full fragrance disclosure
  
• Essential oil-based scents
  
• Fragrance-free options

4. Consider Packaging and Waste

Sustainable cleaning isn’t just about the formula - it’s also about packaging.
Look for:

• Refillable cleaning products
  
• Recyclable or compostable materials
  
• Concentrated formulas that reduce plastic use
  

For example, brands like AspenClean have introduced refill systems designed to minimize single-use packaging, along with zero-plastic, compostable packaging solutions that help reduce household waste without compromising performance.

5. Focus on Consistency, Not Perfection

Creating an eco-friendly home doesn’t happen overnight.

Start with simple swaps:

• A safer all-purpose cleaner
  
• A more sustainable laundry detergent
  
• Reusable cleaning tools
  

Over time, these changes build a more sustainable cleaning routine that’s easier to maintain.

A MORE INFORMED APPROACH TO SUSTAINABLE CLEANING

Choosing eco-friendly cleaning products doesn’t have to be overwhelming. But the bottom line is, not all “green” cleaning products are created equal.

As sustainability becomes more mainstream, understanding how to evaluate products is just as important as the intention behind buying them.

By prioritizing transparency, verified standards, and thoughtful design - from ingredients to packaging - you can move beyond marketing claims and make choices that are truly aligned with your values.