Sustainability in the beauty industry, how much of the organic boom is real vs rebranding?

I've been seeing a lot more "organic" and "natural" beauty launches in the last few years and I'm genuinely curious whether it represents a real shift in how products are made or whether it's mostly conventional brands rebranding with green packaging and the same formulas.

I have some cynicism here. The regulatory environment for beauty in the US is shockingly loose compared to food. Brands can call themselves organic with almost no verification required. But I've also found some brands that seem to take it seriously and the certification question is where I end up.

Curious if people here have thoughts on which certifications in beauty actually mean something vs which ones are just noise.