OGX is a beauty brand most know for their exotic varieties of shampoo and conditioner. Though they have other beauty products, they primarily are a hair care brand. The issue is that OGX’s marketing is misleading as to what they are actually about. Despite what the three letters “OGX” lead us to believe about the brand, they are not an organic brand.

I repeat: OGX is not an organic brand.

If you’re shocked…well, sorry. If you thought you were buying delicious smelling organic shampoo and conditioner in oddly shaped containers…sorry.

OGX used to be a natural, cruelty-free hair care brand. They still claim to use natural ingredients, but natural is different than ethical, organic, or cruelty free. They are owned by Vogue International LLC, who says they are committed to environmental sustainability and, one of our favorites, transparency (!!!!). However, the marketing OGX chooses to use is anything but transparent. In fact, it is directly misleading.

The company mission states that they will never “sacrifice performance in our quest for sustainability.” They claim to be intentional about excluding an array of harmful chemicals from their products and complying with many regulations concerning oils and fragrances. But, they do not post a full list of ingredients on their website.

If they really didn’t care about performance in trying to produce things the right way, marketing and representation of solid ingredients wouldn’t fall by the wayside. They way customers perceive a product has everything to do with whether or not they buy it. Most people aren’t doing their research, which is why a misleading brand name will do just that…mislead unaware consumers.

Many customers buy the average-price products believing they are buying an organic product. The brand used to be titled “Organix,” but now is just “OGX” and still not organic by any means. In addition, OGX does not argue against evidence for animal testing. They are not a cruelty-free brand, and sell and produce in foreign countries where animal testing is actually required by law.

Besides misleading marketing that doesn’t have ingredients to back it up, ingredients that are included are disodium laureth sulfosuccinate, sodium C 14 16 olefin sulfonate, and cocamidopropyl betaine…all of these are synthetic ingredients to cause foaming. Synthetic ingredients make a negative impact on natural hair oils simply due to the way they are transforming natural compounds into an unnatural ingredient. OGX includes many other ingredients that are unnatural and synthetic. If you’re really looking to use a hair product that is natural, there are many ingredients that aren’t natural for our hair including in their recipes.

Though there is never a statement that their products are organic, there is a marketing implication. We cannot lean on companies to market ethically, yet we do need to be aware of who is marketing honestly so distrust isn’t cultivated in an industry that already gives us so many reasons to ask questions. The last thing the hair industry needs is a company to come in with misleading advertising that leads buyers astray with indirect untruth.

There are many other brands that are not shy about their organic stamps and standards. There are also many brands that aren’t organic and don’t try to make consumers think they are as a marketing gimmick. For OGX, it’s fine if they aren’t organic or even all natural. People would probably still buy their products. But, either way, we must call companies to a higher standard of honesty, transparency, and fairness than what OGX is rising to. Not only are they no longer organic, but they still use tons of synthetic chemicals and aren’t even all-natural.

Written By: Madeleine Williams