Ad agency WPP has come up with a 10 ten list of America's Greenest Brands that includes two mass market beauty companies, Aveeno and Burt’s Bees. The survey found that more than 60% of consumers around the world said they want to buy from environmentally responsible companies. So how do Aveeno and Burt's Bees stack up? We have profiled both and used and reviewed their products. Here’s our take:


With the help of the Johnson & Johnson-sponsored Active Naturals Institute, which brings together leading experts in dermatology and research, Aveeno is making strides to be an innovator with natural ingredients and new technologies in skin care. Within the mass-market cosmetics industry, the brand has pioneered solutions for sensitive skin and championed a return to nature. But as we pointed out in a review of Aveeno’s Positively Ageless Night Cream, Aveeno’s alleged dedication to natural actives is at odds with its use of synthetic fillers and preservatives. Nonetheless, there are quite a number of valuable botanicals with proven skin benefits in most of its products, which tend to be very affordable.

Burt's Bees

The fact that Burt’s Bees lists a percentage of content for each and every product is no mere tactic for generating buzz. The company is clearly devoted to making a positive difference and changing the face of cosmetics as we know them. More than 40% of Burt’s Bees products contain 100% natural ingredients, and for the entire line of 150 products, the figure is 99% (with a goal of 100% by 2011). Burt’s Bees makes a concerted effort to embrace green technology and avoid harmful additives. The company states that synthetic chemicals are only used in its products when there is no viable natural alternative and the ingredient has proven to have absolutely no negative effects to humans or the environment. Vegans might flinch at the company’s use of carmine, a coloring agent extracted from beetle shells, and lanolin, a by-product of sheep. And anyone wary of nanotechnology in cosmetics will want to steer clear of Burt’s Bees new Chemical-Free Sunscreen SPF 15, which has micronized titanium dioxide. For the most part, however, Burt’s Bees is one of the best low-cost, nearly all-natural brands out there. Below are some of our reviews of Burt’s Bees products.

For Earth Day earlier this year, we came up with our own Five Best green beauty brands: Amala, Revolution Organics, John Masters Organics, Skin Perfection and 100% Pure.