Greenopia, an online directory for green, sustainable and socially conscious, daily purchase decisions has updated its comprehensive environmental rating of 24 major beauty product brands. At the top of the list, receiving four out of a possible four leafs, were Dr. Bronner’s, Organic Essence, and SkinnySkinny.

The beauty industry has been under fire the past several years because of certain brands falsely claiming to be organic or natural. Some of these brands have been found to contain hazardous chemical substances such as 1,4 dioxane, parabens, phthalates, and many others. The beauty ratings were completed as part of Greenopia’s mission to educate consumers on issues pertaining to environmental impact and health on a purchasing level.

“I’m tired of all the greenwashing in the beauty industry,” says Gay Browne, founder of Greenopia. “It really takes a savvy green consumer to stay on top of who is truly organic and who is not. The only way to be sure if a product is organic is to look for the USDA Organic seal.”

Greenopia used a comprehensive set of criteria to determine the beauty product company ratings. Data was collected from the companies themselves and other credible third party sources pertaining to the ingredients, transportation, building logistics, transparency, and attributes of the beauty packaging.

“Although the information problem within the beauty industry is no secret, it is very surprising how little has changed over the past few years,” says Doug Mazeffa, research director for Greenopia. “There are still numerous attempts to mislead consumers in the marketplace. Just because a beauty product says it is natural or organic does not necessarily mean it is either.”

Greenopia employs its eco-analysis method to deliver actionable green-assessments to the rapidly growing green consumer market. Green businesses and merchants use Greenopia’s targeted marketing methods to effectively reach consumers making greener choices.