An Expert Guide: Decoding Clean Perfume Buzzwords

In the world of clean fragrance, language matters. From “eco-friendly” to “closed loop,” the words used to describe a brand’s sustainability ethos carry both intention and complexity. But for many consumers the terminology can feel at best overwhelming, and at worst intentionally vague.

At De(ux) Mains we believe in clarity, transparency, and education. So we’ve created this guide to help you navigate the most common clean beauty and sustainability buzzwords you’ll see in the world of natural perfume, and what they really mean.

1. Biobased Materials

What it sounds like: Natural, plant-derived ingredients or packaging
What it really means: A material that is wholly or partly made from renewable biological resources (like corn, sugarcane, or wood) rather than petroleum-based sources.

In practice: A perfume bottle cap made from sugarcane bioplastic is biobased. However, biobased does not automatically mean biodegradable (a critical distinction). Look for third-party certification (e.g., USDA Biobased, Vincotte OK biobased, in Australia ABA administers a voluntary verification scheme) when a brand makes this claim.

2. Biodegradable

What it sounds like: The material will simply vanish into the earth
What it really means: Under certain environmental conditions (usually industrial composting), the material can break down into natural elements like water, carbon dioxide, and biomass.

In practice: Not all biodegradable materials will break down in your home compost bin or in landfill. Some require specific heat, humidity, and timeframes only available in industrial facilities. Biodegradable plastic wrap, for example, might persist in nature for years without proper disposal.

3. Carbon Footprint

What it sounds like: A measure of how “green” something is
What it really means: The total amount of greenhouse gases (including carbon dioxide and methane) produced directly or indirectly by a product, process or individual.

In practice: A fragrance brand might measure the emissions from raw material harvesting, packaging production, and delivery logistics. Reducing carbon footprint can include switching to sea freight over air, using renewable energy, or offsetting with tree planting.

4. Bioplastics

What it sounds like: A clean, guilt-free alternative to regular plastic
What it really means: Plastics derived from renewable sources like corn or sugarcane, or traditional plastics designed to degrade more easily.

In practice: Not all bioplastics are biodegradable. Some bioplastics function like conventional plastics and require specialist recycling facilities. Others break down safely. Always ask: is this biobased, biodegradable, or both? Packaging marked “PLA” (polylactic acid) is a common example, it’s biobased, but only compostable in industrial facilities.

5. Compostable Plastic

What it sounds like: You can throw it in your garden compost
What it really means: A material that can break down into non-toxic components under composting conditions. There are home compostable and industrial compostable certifications.

In practice: Unless the packaging is certified home compostable, it must go to a commercial facility (which are limited in Australia). If it ends up in landfill, it may not decompose effectively. Look for the seedling logo or AS 5810 (Australian home composting standard) on packaging.

6. Eco-Friendly

What it sounds like: Good for the environment
What it really means: A broad, unregulated term. “Eco-friendly” is not a legal or scientific standard and any brand can use it without providing any proof.

In practice: Take “eco-friendly” with a grain of salt. What matters more is specific detail: Is the product recyclable? Biodegradable? Made with renewable energy? Sourced responsibly? At De(ux) Mains, we prefer to state exactly how a product is environmentally considered, rather than leaning on vague language.

7. Green Chemistry

What it sounds like: Lab work that’s good for the planet
What it really means: A scientific approach to designing chemical products and processes that reduce or eliminate hazardous substances.

In practice: In perfumery, this may include how isolates and aroma molecules are extracted, or how solvents are processed. Green chemistry ensures both safety and sustainability, and is central to clean fragrance development.

8. Closed Loop

What it sounds like: Everything is reused or recycled
What it really means: A system where the product and its materials are designed to be reused, repurposed, or recycled without waste.

In practice: A closed loop perfume brand might use refillable glass bottles, collect used packaging, or ensure that all materials can be reprocessed into new ones. While few fragrance brands offer full closed-loop systems yet, it’s a promising direction.

9. Recyclable (Australian Standards)

What it sounds like: You can put it in your yellow bin
What it really means: A product or material that meets Australian Standard AS 4736 (industrial composting) or AS 5810 (home composting), or that is accepted by local kerbside recycling systems.

In practice: In Australia, a product marked “recyclable” isn’t always recyclable everywhere. Coloured glass, pumps with metal springs, or soft plastics may not be accepted.

10. Non-Toxic

What it sounds like: Harmless, risk-free, suitable for everyone
What it actually means: …nothing definitive.

In Australia (and many other markets), “non-toxic” is not a legally defined term in cosmetics or fragrance. A product may contain ingredients considered endocrine-disruptive, or environmentally damaging, and they can still be marketed as non-toxic. Some brands use it to imply superiority without offering ingredient transparency or evidence.

At De(ux) Mains, we don’t rely on this vague promise. Instead, we avoid known endocrine disruptors, phthalates, and VOCs, and we’re transparent about every ingredient we use.

11. Natural

What it sounds like: Derived from plants, safe for skin, environmentally sound
What it actually means: Could mean anything, or in reality almost nothing.

“Natural” may refer to an ingredient that started in nature, but was heavily processed. In perfumery, where scent compounds are often isolated or synthesised for stability, the “natural” claim becomes murky. There is no clear definition required under Australian consumer law. Beyond misleading claims, which is where the trouble comes in. To this end, when I first started talking with suppliers in Australia, I was told a few things immediately. First, that the number of scent profiles I could look at was considerably reduced. Second, that if I was looking at 100% natural perfume oils, this was restricted even further and Third but most interestingly I was told “Some of your competition will use 70/80% natural perfume oil and call themselves a natural perfume… you will be at a disadvantage in the market immediately”. At De(ux) Mains we are a 100% natural perfume. Always.

Final Thoughts

Buzzwords can feel like marketing fluff, but they can also be a gateway to deeper awareness. As consumers, and especially as mothers, we deserve clarity. At De(ux) Mains, our approach to sustainability is both science-informed and human-centred. We don’t just follow trends, we choose transparency, care, and conscious creation.

In the end, clean fragrance should feel as good for the planet as it does on your skin.