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?
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 term "greenwashing" was coined in the 1980s, but it's more prevalent than ever. As consumers become more eco-conscious, brands have caught on that sustainability sells. The problem? Not all of them are willing to do the actual work.
Why Greenwashing Matters in Candles
You might think, "It's just a candle. How much harm can it really do?" But here's the thing: candles release what you're burning directly into your home's air. If a brand is lying about ingredients or cutting corners on sourcing, you're breathing that in.
Plus, the candle industry isn't heavily regulated. There's no legal definition for terms like "clean" or "natural," which means brands can slap those words on anything. Without transparency, you're left guessing whether that "eco-friendly" candle is actually better for you or the planet.
For more on what makes a candle truly safe to burn, check out our guide on what candles are non-toxic.
The 7 Sins of Greenwashing (and How Candles Fall Into Them)
Environmental marketing firm TerraChoice identified seven common greenwashing tactics, known as the "Seven Sins of Greenwashing." Let's look at how these misleading tactics show up in candles.
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. Or it claims to be eco-friendly while using palm wax linked to deforestation. Sustainability isn't just about ingredients. It's about the whole system, from sourcing to packaging to end-of-life.
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? Are the fragrance oils safe? If a brand isn't telling you, that's a red flag. Real sustainability is transparent.
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 clean. (Arsenic is natural, after all.) Without clear definitions, these terms are just marketing fluff.
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: wax type, wick material, fragrance safety, and packaging waste.
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. It's like comparing cigarettes. "Less harmful" doesn't mean "good for you."
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. Always look for specific percentages or ask the brand directly.
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. Real certifications (like USDA Organic or Fair Trade) have accountability. Generic badges don't.
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:
1. Vague Wax Descriptions
If you see "vegetable wax," "soy blend," or "plant-based wax" without percentages or specifics, be skeptical. A blend could be 10% soy and 90% paraffin. If a brand is proud of their wax, they'll tell you exactly what's in it. Learn more about the best candle wax options.
2. No Wick Info
Are the wicks cotton, wood, or metal-cored? Metal-cored wicks can release heavy metals when burned. If a brand doesn't mention wick material, that's a warning sign. Cotton or wood wicks are safer and should be clearly stated.
3. Fragrance Secrecy
The term "fragrance" can legally hide hundreds of chemicals, including phthalates and allergens. Look for brands that specify "phthalate-free fragrance oils" or use essential oils. Transparency here matters for your health and indoor air quality. Explore the debate between essential oils vs fragrance oils in candles.
4. Plastic-Heavy Packaging or Excessive Wrapping
If a candle comes wrapped in plastic, bubble wrap, and non-recyclable inserts, it's not as eco-friendly as it claims. Real sustainable candle packaging uses recyclable or compostable materials with minimal waste.
5. No Sourcing or Third-Party Transparency
Does the brand share where their wax comes from? Do they mention carbon offsetting, ethical labor, or third-party testing? If there's no info on sourcing or environmental impact, the "eco-friendly" label is probably just for show.
Questions to Ask Before You Buy
Want to cut through the greenwashing? Here are a few questions to ask (either on the brand's website or via customer service):
- What percentage of the wax is soy (or coconut, or beeswax)?
- Are your fragrance oils phthalate-free?
- What kind of wicks do you use?
- Is your packaging recyclable or compostable?
- Do you offset carbon emissions from shipping?
- Can I see third-party testing or certifications?
If a brand can't (or won't) answer these questions, keep shopping. The best eco-friendly candles are made by brands that have nothing to hide.
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. Learn more about our zero-waste candle refills.
What Real Sustainability Looks Like in Candles
So what should you look for instead of greenwashing buzzwords? Here's what genuine sustainability looks like in the candle industry:
Transparent Ingredient Lists
Brands should tell you exactly what's in their candles: wax type and percentage, wick material, fragrance composition, and any additives. If they're hiding details, there's usually a reason. Check out our guide on how to read candle label ingredients.
Refillable or Reusable Design
Single-use candles create waste, no matter how "natural" the wax is. Look for brands that offer refills or vessels designed to be reused. This is one of the most impactful ways to reduce candle waste.
Minimal, Recyclable Packaging
The most sustainable packaging is the packaging you don't use. Brands committed to the environment use minimal materials, skip the plastic, and design packaging that's fully recyclable or compostable.
Carbon Offsetting or Verified Impact
Shipping has an environmental cost. Brands that care offset their carbon footprint through reforestation, renewable energy credits, or other verified programs. Ask if they can back up their claims.
Third-Party Certifications (When Relevant)
Certifications like USDA Organic, Fair Trade, or B Corp aren't always necessary, but they do add accountability. Just make sure the certification is real and relevant to candles.
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. Learn more about the benefits of soy wax candles and why we chose this ingredient for our refills.
Frequently Asked Questions
Is soy wax always eco-friendly?
Not necessarily. It depends on what it's blended with and how it's sourced. Some soy wax is mixed with paraffin or palm, which undermines the sustainability. Our wax is 100% soy, with no paraffin and no palm. We source from suppliers who prioritize responsible farming practices.
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. "Clean fragrance" should always come with specifics. If it doesn't, it's probably greenwashing.
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. Some certifications add value, but they're not the only way to prove sustainability. Look for brands that are willing to answer your questions openly.
How do I know if a candle brand is greenwashing?
Look for vague claims without proof, missing ingredient details, plastic-heavy packaging, or buzzwords like "natural" and "eco-friendly" without specifics. If a brand can't (or won't) answer basic questions about their wax, wicks, or fragrance, that's a red flag.
What's the most sustainable type of candle?
The most sustainable candle is one you can refill and reuse. Single-use candles, even if made from natural wax, still create waste. Refillable systems like ReCandle Co.'s eliminate the need to throw away jars or vessels, drastically reducing waste over time.
Can I trust "all-natural" candle labels?
Not always. "All-natural" isn't a regulated term, so it can mean almost anything. A candle could contain natural wax but still use synthetic fragrance or metal-core wicks. Always ask for specifics and don't rely on vague marketing language.
What should I avoid in candles?
Avoid paraffin wax (a petroleum byproduct), phthalates in fragrance, metal-core wicks, and excessive plastic packaging. Also be wary of vague ingredient lists and brands that won't share sourcing info. Our article on are candles toxic covers this in more depth.
Shop Smarter, Burn Cleaner
Greenwashing thrives on confusion, but you don't have to fall for it. Now that you know what to look for (and what to avoid), you can shop with confidence.
Looking for a candle brand that walks the walk? Explore our refillable candle collection and see what transparency really looks like.
Burn clean. Choose real. Skip the greenwash.
