The EU has banned unverified marketing claims such as 'eco-friendly,' 'eco,' and 'carbon neutral' for cosmetics containing PFHxA starting October 10, 2026. Limited exceptions are granted only to existing stock.
This regulation means K-beauty brands must exercise greater caution regarding claims that could be considered 'greenwashing' when promoting products in the European market. Distribution partners must also review product labels and campaign copy.
For consumers, it has become essential to verify certifications and supporting evidence, even for products emphasizing eco-friendliness. As K-beauty increasingly highlights sustainability, trust-based marketing is expected to become even more critical.