Ethéa: The Eco Illusion

This project explores greenwashing in the beauty industry through a concept skincare brand called Ethéa. What looks like a clean, sustainable brand is actually designed to mislead, just like many real ones. The aim was to show how design, language, and branding can easily create the illusion of sustainability and how quickly we place trust in visuals that feel ‘eco’. From packaging to the visual identity, every part of the brand was made to feel believable. Alongside Ethéa, a zine called Behind the Green was created to educate people about greenwashing, helping them learn how to spot misleading claims and make more conscious choices. The project invites people to question what they see and to look more closely at the products they buy. It is a reminder of how powerful design can be, not just to sell but to inform, challenge, and start conversations.

Alice Giscard d'Estaing