Understanding Greenwashing in the Candle Industry


Let’s be real—shopping for “clean” candles can feel like decoding a secret language. Words like natural, non-toxic, paraben-free, and essential oils get thrown around a lot. But do they really mean what they seem to?

Spoiler: not always.

As more shoppers care about what they breathe in their homes, the candle industry has taken notice. And while that’s a great shift, it’s also created space for something called greenwashing—a marketing tactic that makes products seem safer or more eco-friendly than they really are.

So let’s break it down.

What Is Greenwashing?

Greenwashing happens when companies use vague or misleading claims to make their products sound more “green,” “clean,” or “natural” than they really are.

In the candle world, that can show up in a lot of sneaky ways—especially on labels. If you’re trying to make more informed, healthier choices (and not fall for buzzwords), here’s what to watch out for:

1. “Soy Candle” Doesn’t Always Mean What You Think

You’ve probably seen candles labeled “soy” and assumed they’re totally natural. The truth? Many candles marketed as soy are actually a blend of soy and paraffin wax—a petroleum byproduct.

And here’s the kicker: companies aren’t required to disclose that blend. So unless it says 100% soy wax or All natural soy coconut blend, there’s a good chance you’re still burning paraffin.

At LFM Candle Co, we only use 100% natural waxes—never paraffin. Our candles are made with soy and coconut wax, period.

2. “Scented with Essential Oils” Can Be Misleading

When you see “scented with essential oils” on a candle label, you might assume it’s free from synthetic fragrances. But many candles that say this still include synthetic fragrance oils. Again, they’re not required to disclose that on the label. Using essential oils also does not mean the candle is free from toxins. Natural is not the same as non-toxic. 

3. The “Paraben-Free” Trap

Some brands proudly claim that their candles are paraben-free to sound cleaner and safer. While that might sound good, parabens are water-soluble, so they aren’t even used in candles to begin with.

So that claim? It’s all marketing fluff.

 

4. The Confusing World of Certifications

You might also see candles advertised as “certified” or made with “certified ingredients.” Sounds trustworthy, right? Not necessarily.

Certifications can mean a lot of different things:

• Some candles may use fragrances that are labeled as clean by the supplier, but that doesn't mean the final candle has been certified clean. 
• Others may claim to be “certified safe,” but what they really mean is they follow IFRA guidelines—which still allow certain toxins, just at regulated levels.

Very few small businesses invest in third-party certification for full product safety—because it’s expensive and complex. That’s why it’s important to ask: What exactly is certified, and by whom?

5. “Non-Toxic” Isn’t a Regulated Term

The term non-toxic isn’t regulated. That means any company can use it—regardless of what’s actually in their products.

So if a brand says their candles are non-toxic, dig deeper. What do they mean by that? What ingredients do they use—and avoid?

What We Mean When We Say Toxin Free or Clean at LFM Candle Co

We’re not here to greenwash—we’re here to be transparent.

At LFM Candle Co, clean means:

• We use 100% natural wax (soy and coconut), with zero paraffin.
• Our fragrances are 100% free from carcinogens, reproductive toxins, organ toxins, acute toxins, and mutagens.
• We only use phthalate-free fragrances, and all of them are Prop 65 compliant.
• No confusing terms. No shortcuts. Just clean-burning candles made in small batches with your health in mind.

Final Thoughts: Read Labels, Ask Questions

We believe you deserve to know exactly what you’re lighting in your home. Understanding greenwashing helps you make smarter, safer choices—and supports brands that are doing things the right way.

So next time you shop for a candle, go beyond the buzzwords. Read the ingredients, ask questions, and look for brands that prioritize real transparency.