What Retail Buyers Should Know About Sustainability Claims in Scented Products
As a retail buyer, you’re tasked with choosing products that meet customer expectations—beautiful fragrance, safety, value, and increasingly, environmental responsibility. But navigating eco-claims in fragrance can feel like walking through a fog of greenwashing. Words like "natural," "clean," "plant-based," and "non-toxic" are thrown around with little regulation and even less clarity.
At Fresh Scents, we understand the pressure chain buyers face to stock eco-conscious products—especially during times like Earth Month. But here's the truth: “natural” fragrance isn’t always the greener choice.
Let’s unpack why.
Natural vs. Synthetic: What's the Real Difference?
“Natural fragrance” refers to scent compounds extracted directly from plants through distillation, expression, or cold pressing. “Synthetic fragrance,” on the other hand, involves molecules created in a lab to mimic or enhance natural scents. (Source: International Fragrance Association)
The assumption? Natural equals better for you and the planet.
The reality? Not so fast.
Environmental Impact: Nature Isn’t an Infinite Resource
Extracting natural oils can come at a cost. For example, rose essential oil—a common “natural” ingredient—requires approximately 10,000 pounds of rose petals to produce just one pound of oil (Source: Malibu Apothecary). This kind of resource intensity often demands high water usage, expansive land, and energy-intensive transportation.
Meanwhile, synthetic fragrance molecules can be created with fewer resources, lower carbon footprints, and without disturbing fragile ecosystems. Lab-created alternatives also help protect endangered plant species and reduce the overharvesting of botanicals like sandalwood and agarwood (Source: Iberchem).
Safety and Allergen Concerns
Contrary to popular belief, “natural” doesn’t always mean safer. Essential oils, while plant-derived, are one of the most common causes of fragrance-related allergic reactions. Natural extracts are chemically complex and can contain hundreds of volatile compounds, some of which may be sensitizing or irritating to consumers (Source: Natural Library of Medicine).
A well-formulated fragrance—whether natural, synthetic, or blended—can be safer when it’s rigorously tested and crafted with consumers’ health in mind.
Why “Eco” Isn’t a One-Note Definition
When evaluating the environmental impact of home fragrance, it's easy to focus solely on ingredients—but format plays a significant role. Products like candles require heat-intensive production, often involve glass or plastic, and can be heavier to ship.
Sachets, by contrast, are typically lightweight, use minimal packaging, and don’t require electricity, flames, or propellants to function. Their compact design means lower emissions during transport, and many are made with paper-based materials that are easier to recycle.
For buyers considering sustainability from a broader perspective, format is a practical place to start.
Your Plan: Navigate Green Claims with Confidence
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What’s the ingredient sourcing story? Clarity on origin (natural vs. nature-identical vs. synthetic) helps avoid greenwashing risks.
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Are there alternatives with stronger shelf life or better cost-to-yield ratios? In some cases, synthetics offer better performance with fewer raw material constraints.
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Does the supplier offer safety or environmental data? Third-party certifications, toxicology reports, or biodegradability data can support claim compliance and consumer trust.
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How does fragrance longevity and throw compare to traditional blends? Compromising on performance or value is a slippery slope for buyers with hopes of building shopper loyalty.
Fragrance That Works—And Works for Your Shelves
With a clearer understanding of fragrance sourcing and product format, you can make informed decisions that:
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Align with customer expectations around safety and transparency
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Support internal compliance or ESG initiatives without overpromising
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Steer clear of vague or risky sustainability claims
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Deliver long-lasting fragrance performance that drives return purchases
Earth Month is a timely reminder to look beyond surface-level labels. In home fragrance, there’s no one-size-fits-all definition of “green”—and understanding the full picture can lead to smarter, more strategic assortments.
