"Do research on the brand. See what they stand for and what their mission is and what they're trying to solve through their products," says Singer. Her top piece of advice for avoiding greenwashing is choosing a brand that you know you can email and get a response straight from the founder. "Going with a company where you can have direct contact with the people who started it is really important."
On top of that, she says to be your own detective and really look into all aspects of the product—from the materials inside of it to the packaging it comes in.
Caldwell echoes this sentiment in saying, "As consumers in the digital era, we no longer have to take a brand’s marketing or messaging at face value. We can look to the online research process to find third-party reviews, certifications, and independent press and discover if a brand holds the same values we do." A few of her go-to brands for ethical holiday shopping include Christy Dawn, Tribe Alive, and Nisolo.
Thankfully, the fashion and beauty scene is starting to cater to conscious consumers with more ethical products. Check out some of our top picks here.