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.