Consumers could be persuaded to make their own natural beauty products to prevent them from being greenwashed.

This is the view of Elle Magazine correspondent Amy Lawrenson, who wrote for the publication's blog that the natural beauty market has become increasingly crowded as brands look to promote themselves as eco-friendly.

With all the products that now claim to be made using carbon-neutral methods, organic, recyclable and free from potentially harmful ingredients such as parabens that it can be tricky to "pick the real deal from the fakers", Ms Lawrenson said.

Consequently, the writer remarked that consumers may move towards a homemade solution, saying: "There's only one way to guarantee what's in your face cream - make it yourself."

However, those who are keen to purchase natural beauty products may like to follow the advice of the And My Kitchen Sink blog.

It recently highlighted Weleda as a truly organic brand which produces natural skin care supplies that are free from chemical ingredients.