Sustainability has gone mainstream—but so has the marketing spin. If you've ever bought a candle labeled “natural” or “clean-burning” only to feel unsure what that actually means, you’re not alone. Welcome to the tricky world of greenwashing.
Let’s break it down: what greenwashing looks like in the candle aisle, how to spot it quickly, and what real sustainability actually means—especially when it comes to products you burn, breathe, and use every day.
What Is Greenwashing, Really?
Greenwashing is when a brand uses sustainability buzzwords—like “eco-friendly,” “natural,” or “non-toxic”—to appear environmentally conscious, without backing it up with real action or transparency.
In the candle world, this often shows up in subtle ways: a candle that claims to be “plant-based” but is mostly paraffin, or “sustainable packaging” that’s full of plastic inserts. It’s misleading at best, deceptive at worst—and it makes conscious shopping way harder than it should be.
The 7 Sins of Greenwashing (and How Candles Fall Into Them)
Let’s look at how these misleading tactics show up in candles, using the “Seven Sins of Greenwashing” as our guide.
Sin #1: The Hidden Trade-Off
A candle might use a soy wax blend—but be packaged in single-use plastic or shipped with excess bubble wrap. Sustainability isn’t just about ingredients—it’s about the whole system.
Sin #2: No Proof
You’ll often see claims like “eco-friendly” with zero details to back it up. What kind of wax is used? Where do the ingredients come from? If a brand isn’t telling you, that’s a red flag.
Sin #3: Vagueness
Phrases like “clean-burning” or “all-natural” sound great—but mean almost nothing without specifics. Clean compared to what? Natural doesn’t always mean safe or non-toxic.
Sin #4: Irrelevance
“CFC-free” candles? Sure—but CFCs have been banned in the U.S. since the ’90s. Claims like this distract from what actually matters in a candle.
Sin #5: Lesser of Two Evils
Some brands will say their paraffin candles are better because they produce less soot. But paraffin is still a petroleum byproduct, and not the best option to begin with.
Sin #6: Fibbing
Yes, some candles labeled “100% soy” are actually blends—with palm, paraffin, or other fillers. And since “soy blend” isn’t regulated, it’s easy for brands to fudge the truth.
Sin #7: Worshipping False Labels
Just because a candle has a green leaf icon doesn’t mean it’s certified or vetted. Watch out for logos that look official but aren’t tied to any third-party standard.
5 Greenwashing Red Flags to Watch for When Buying Candles
You don’t need to memorize ingredient lists to be a smart shopper. Here are five quick red flags that suggest a candle brand might be greenwashing:
- Vague wax descriptions like “vegetable wax” or “soy blend” without percentages
- No wick info—are they cotton, or metal-cored?
- Fragrance secrecy—“fragrance” can legally hide hundreds of chemicals
- Plastic-heavy packaging or excessive wrapping
- No sourcing or third-party transparency—especially for ingredients and environmental impact
How ReCandle Co. Does Things Differently
At ReCandle Co., we believe sustainability shouldn’t be a guessing game. Here’s exactly what we do to keep things clear, honest, and low-impact:
- 100% soy wax—no paraffin, no palm, no blends. Just clean, plant-based wax that pops in and out easily.
- Clean fragrance oils—we only use oils that are free from phthalates, carcinogens, and anything on California’s Prop 65 list.
- Cotton wicks only—no metal cores, no mystery materials.
- Refillable system—our handmade ceramic vessels are reusable, heat-safe up to 2,000ºF, and made to last.
- Plastic-free packaging—from the box to the tape, everything is recyclable.
- Tree planted with every order—we offset carbon emissions from shipping through verified reforestation partners.
We don’t just avoid greenwashing—we build our products to make sustainability second nature.
If you’re looking for a refillable candle that actually lives up to its eco-friendly claims, this is it.
Choosing Better Doesn’t Have to Be Complicated
Here’s the truth: you shouldn’t have to decode labels or hunt down ingredient sourcing just to feel good about lighting a candle in your home.
Greenwashing makes it harder to make sustainable choices—but it doesn’t have to win. When brands are transparent, and you know what to look for, shopping with your values gets way easier.
At ReCandle Co., we’re here to make that simple. Beautiful, low-waste candles with real ingredient clarity and thoughtful design—no fluff, no fakery.
FAQ
Q: Is soy wax always eco-friendly?
Not necessarily. It depends on what it’s blended with and how it’s sourced. Our wax is 100% soy—no paraffin, no palm.
Q: What does “clean fragrance” actually mean?
We use fragrance oils that are phthalate-free and free from any ingredient flagged as hazardous under Prop 65. That means safer burning for you, your pets, and your space.
Q: Are certifications important?
They can be—but only if they’re real. We focus on radical transparency, clean sourcing, and clear communication—because you deserve to know exactly what’s in your candle.