In a world saturated with “green,” “eco,” and “ethical” labels, one thing is becoming increasingly clear: informed consumers are no longer dazzled by buzzwords - they want the truth, communicated in uncomplicated, meaningful ways.

Today’s beauty and fashion buyers care about what they’re putting on their bodies, and what’s happening behind the scenes. They want more than a pretty product and a promise; they want proof. Who made this product? How were they treated? What’s in it? How was it sourced, packaged, shipped, and disposed of?

In this shifting landscape, transparency is becoming the new luxury. At its core, the goal of transparency is to put power back in the hands of consumers, so we can make informed choices that genuinely align with our values, not just clever marketing. So this really matters.

Gone are the days of trading on vague epithets. Brands that are thriving today and future-proofing their bottom line are those that show their workings - the roadblocks as well as the milestones. That might mean publishing impact reports showing progress against clearly articulated metrics and targets, acknowledging challenges openly, or committing to certifications that go deeper than marketing, disclosing supply chain practices, engaging stakeholders in meaningful dialogue, and making data accessible in a way that invites scrutiny and continuous improvement.

Consumers don’t expect perfection. But they do expect honesty.

This shift is especially important in industries like fashion and beauty, where production often involves complex, opaque global supply chains and systemic issues around waste, ethics, and overconsumption. Transparency isn’t a nice-to-have anymore. It’s a trust signal.

And in a crowded, increasingly sceptical market, truth sells.

Transparency doesn’t necessarily equate to good performance; it just means that companies are open about their operations, decision-making processes, and performance metrics (emissions, waste, fair employment) - regardless of whether the results are positive or negative. What transparency does is engender good performance by providing incentives for companies to act responsibly, align with stakeholder expectations, and continuously improve, knowing that their actions are subject to scrutiny and accountability.

It’s not just consumers pushing for greater transparency — regulators are catching up, fast. Around the world, governments are introducing laws to crack down on greenwashing and hold companies accountable for misleading sustainability claims.

The EU is introducing new legislation to tackle greenwashing, primarily through the Empowering Consumers Directive (EU 2024/825), which will apply from September 2026. It bans vague environmental claims like “eco” or “climate neutral” unless backed by recognized certifications and evidence. It also restricts claims about durability, repairability, or carbon neutrality that rely solely on carbon offsetting.

Several countries are implementing anti-greenwashing laws similar to the EU’s. The UK enforces its Green Claims Code and recently gave its regulators power to fine up to 10% of global turnover. Australia’s ACCC and ASIC are actively prosecuting misleading environmental claims. Canada, France, Germany, South Korea and China have also introduced regulations targeting misleading sustainability marketing.

Overall, global momentum is building, with many jurisdictions moving from voluntary guidelines to enforceable laws requiring clarity, evidence, and accountability in environmental claims.

If you’re interested in finding transparency ratings on your favourite brands, check out Baptiste World Aid’s Ethical Fashion Guide. First published in 2013, the initiative evaluates and grades over 450 fashion brands on their supply-chain ethics, worker rights, and environmental impact. They assess over 13,000 data points covering 46 questions across three tiers of the supply chain, give brands a score out of 100 and rank them from top to bottom scoring for easy comparison.

Let’s take a look at a few Aotearoa brands backing their claims with verifiable data, certifications, and traceability proving that transparency not only builds trust, but also creates a competitive edge in a crowded market.

Kowtow

Kowtow’s garments are made entirely from 100% certified Fairtrade cotton, traced from seed-to-garment. Certifications include Global Organic Textile Standards, Social Accountability Standards 8000, Natural Organic Programme, and Oeko-Tex Standard 100.

Aleph Beauty

Aleph Beauty is a clean beauty brand that crafts high-performance, multi-functional makeup and skincare using plant-powered, plastic-free formulations and glass/aluminium packaging. Aleph has made it’s three-year Sustainability Strategy publicly available and is both B-Corp and Zero Plastic Inside certified.

Twenty-Seven Names

Twenty-Seven Names is a Wellington based label founded by childhood friends Rachel Easting and Anjali Burnett. Twenty-Seven Names publishes sourcing locations (down to trims), prioritises deadstock and natural fibres, and manufactures locally in New Zealand which improves supply chain transparency.

AWWA

AWWA provide people of all shapes, sizes, and identifiers with innovative, sustainable products to effectively manage their periods. The business provides transparent supply chain information, and is B-Corp certified.

Emma Lewisham

Emma Lewisham is a New Zealand luxury skincare brand known for circular, science-led, and climate-positive beauty. It’s B Corp and Toitū Climate Positive certified, offsetting 125% of its carbon footprint and meeting high social and environmental standards.

Saben

Saben is a leading luxury accessories brand, designed in New Zealand. They are B Corp Certified, source their leather through the LWG (Leather Working Group) gold standard, and use FSC (Forest Stewardship Council) certified recyclable packaging.