What data does a cosmetics brand need to prove its impact (without losing its mind)?

Key takeaways:

• Consumers want transparency, and regulations like the EU Green Claims directive now demands it.

• To make credible environmental claims, brands need verified, data-backed evidence.

You don’t need to measure everything at once — there are simple, strategic steps to start today.
Until recently, many cosmetic brands could label themselves as “green”, “natural” or “eco-friendly” without needing to prove it. But that’s quickly changing. Not just because of regulation, but because consumers are demanding real accountability.

In fact, 87% of consumers look for sustainability information in cosmetic products before making a purchase, and over 80% say they would pay more for products with lower environmental impact.

So how can a brand actually prove its impact — and not just say it?

The answer: data. But which data?

The EU's upcoming Green Claims directive will require brands to support any environmental claim with quantitative, verifiable and science-based evidence. In practice, this means measuring the product’s environmental impact with a proper methodology.

The gold standard for doing this is a Life Cycle Assessment (LCA), which calculates a product’s footprint across its full life — from raw materials to end of life.

For a cosmetic product, this typically involves collecting data across five main phases:

• Ingredients and raw materials

• Manufacturing and packaging

• Transport and distribution

• Product use

• End of life (disposal or recycling)

This includes the source of each ingredient, packaging materials, energy use, transport emissions, product durability, recyclability, and more.

Yes, that may sound like a lot. But it doesn’t need to happen all at once.

What can a cosmetics brand do right now?

Even if you're not ready to measure your entire product range, there are simple steps you can take today to prepare for a proper LCA in the future:

1. Start with what you already know

You probably already have valuable information: ingredient lists, suppliers, packaging specs, utility bills, sustainability certifications. Bringing it all together — even if it’s messy — can help you glimpse the impact of your products. It’s an easy, practical first step toward full product footprint measurement.

2. Focus on your top sellers

You don’t need to start with your entire portfolio. Pick your 5 or 10 best-selling products and use them as your learning ground. You’ll better understand the process, identify common data gaps, and scale from there.

3. Clean up your sustainability messaging

Review your product pages, packaging, and social media. Are you using terms like natural, eco-friendly, or conscious without clear evidence?

Even if unintentional, this can lead to greenwashing. The Green Claims directive aims to eliminate vague or misleading claims, so getting ahead of it now can protect your brand’s reputation.

4. Align your internal team

Often the biggest blocker isn’t data — it’s alignment. Does your marketing team understand what LCA is? Do your product or ops teams know how their decisions affect emissions?

Start by sharing with your team basic concepts on carbon footprint, lifecycle thinking, and eco-scoring. You can’t reduce what you don’t understand.

5. Explore outsourcing services that simplify the work

Devera, for example, is a tool that uses AI to automate data collection and product footprint calculations, based on industry standards like ISO 14040/44 and the GHG Protocol.

It is fast, accurate, and affordable — especially compared to traditional consulting-based LCAs. You don’t need to onboard a solution right now, but knowing your options helps you plan ahead.

Why start now?

Because sustainability isn’t just a legal requirement anymore — it’s a growth strategy. Transparent brands build more trust, convert better in e-commerce, and gain a competitive edge in a crowded market.

And the earlier you start gathering data, the easier it’ll be to adapt when regulation becomes mandatory.

Final thoughts

Measuring the carbon footprint of your cosmetics products might sound complex, but it doesn’t have to be overwhelming. With the right partners, you can start small, learn quickly, and build a credible sustainability strategy backed by real data.

Because what feels like an operational challenge today, will soon be a must-have for every brand that wants to stay relevant.