The EmpCo Directive, What “Natural Soap” Really Means to Us, and Our Winning Yuka Score
At Friendly Soap, we’ve been proudly making handmade, natural soap since 2008. But what does “natural soap” really mean - and why do we use it to describe our products?
For us, “natural soap” isn’t a marketing phrase or a trend. It’s a definition we live by: natural soap is made from plant-derived oils and butters using the traditional cold-process method. We do not use synthetic detergents, preservatives, artificial fragrances, or synthetic colours.
This definition is at the heart of everything we do. Every bar we produce is carefully crafted by hand using ingredients sourced from our ‘preferred suppliers’, all of whom are audited through our ISO 22716 certification. That means we can certify every claim we make - ensuring that our products are not only natural but also fully traceable and verifiable.
What is the Greenwashing Directive?
We fully support the EmpCo Directive (Directive (EU) 2024/825) - otherwise known as the ‘greenwashing directive’ - and its goal to prevent vague or misleading environmental claims.
What does the 'EmpCo' bit stand for?
The EmpCo in the Directive is short for 'Empowering Consumer' - and we love this. It is designed to help us all make more informed and confident choices. It’s a positive step for everyone, encouraging greater honesty, accountability, and transparency across all industries - values we’ve championed at Friendly Soap from the very beginning.
Unlike some commercial companies that rely on broad, feel-good statements, we’ve always believed in a transparent, verifiable approach. For us, being eco-friendly and sustainable isn’t just a slogan; it’s how we source, produce, and certify every single bar of soap.
Since 2008, we’ve been committed to making products that are gentle on skin and respectful of the planet.
Calling our soap “Natural Soap” is not a claim we make lightly - it’s verified by our processes, our certifications, and our suppliers. We want our customers to feel confident that when they choose Friendly Soap, they’re choosing products that are genuinely natural, transparent, and sustainable.
Transparency You Can Trust
We appreciate independent tools like Yuka (the mobile app, which scans the barcodes of food and cosmetic products to analyse their ingredients and provide a health score). They help people understand ingredients and make informed choices, and we’re proud that our soaps perform well on there. Our top-performing bar on the app is the Aloe Vera Fragrance Free bar, earning a perfect 100 out of 100.
But we don’t design our products to fit an algorithm. We design them to fit our values.
At Friendly Soap, what you see on the label is exactly what you get: natural, ethical, and honestly made soap. Every bar is the result of a process we can trace, verify, and stand behind completely.
Why We Make Soaps With (and Without) Essential Oils
Some of our soaps are fragrance-free, designed for sensitive skin or those who prefer simplicity. These tend to receive top marks on rating platforms like Yuka, because they contain nothing that could trigger allergies or sensitivities.
Others contain essential oils - not synthetic fragrances - but pure plant essences that bring natural scent and therapeutic qualities. We create these bars because we’re drawn to scent, just like our customers are. The right aroma can evoke memories, calm the mind, or energise the senses - transforming a daily wash into a moment of wellbeing.
While essential oils may slightly affect an app rating, they’re part of our commitment to offering choice: gentle, plant-based bars for all skin types and preferences.
So, What Essential Oils are Best for Sensitive Skin?
Lavender, chamomile, and calendula-infused oils are gentle, soothing, and widely recommended for sensitive skin.
Our Promise
Since day one, we’ve been guided by simplicity, integrity, and care for people, animals, and the planet. Whether you choose a fragrance-free bar or one infused with essential oils, you can trust that it’s been made the Friendly way: with respect, transparency, and a clean conscience.