South Africa, March 16 -- As sustainability becomes a central focus in the global beauty and wellness industry, so too has the rise of greenwashing, where brands overstate or misrepresent their environmental credentials.

For South African companies operating in an increasingly global marketplace, the challenge is to move beyond marketing claims and approach sustainability with transparency and accountability.

Honesty is the starting point.

Greenwashing is becoming more and more controlled in Europe because of strict regulations on what you can and cannot say or have on your packaging.

South African laws need to catch up, but enforcement is also important.

For brands, this means ensuring that sustainability claims are accurate and ali...