Abschnittsübersicht

    • Case 14: GreenGlow Beauty

      GreenGlow Beauty

      GreenGlow Beauty is a Netherlands-based skincare startup that gained popularity through claims about vegan products, local ingredients, and plastic-free packaging. An independent investigation later found that several claims were misleading: ingredients travelled from Southeast Asia, packaging contained bio-based plastic, and the company lacked a transparent sustainability strategy.

      In this case, you will explore:

      • how vague or misleading environmental claims create greenwashing;
      • why sustainability claims should be supported by evidence and transparency;
      • how strategic leadership and corporate culture can prevent sustainability from becoming merely a marketing exercise.

      GreenGlow Beauty demonstrates how attractive sustainability branding can create significant reputational and legal risks when communication moves ahead of actual organisational practices.

      Main learning theme: Greenwashing
      Additional learning theme: Strategic Thinking and Fostering Sustainability in Corporate Culture
      Suitable for: Learners interested in cosmetics, branding, marketing ethics, corporate culture, or sustainability claims