The Price of Greenwashing: A Guide For Businesses
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July 21, 2025
July 21, 2025 - DECIEM, the parent company to skincare brands such as NIOD and The Ordinary, and veritree, the platform powering verified nature restoration, are partnering to help restore ecosystems in Canada through the planting of 110,000 post-wildfire trees and kelp across British Columbia and Alberta. This initiative is part of DECIEM’s ongoing commitment to ‘doing good’ by embedding restoration into its business practices through supporting verified, data-backed restoration in ecologically sensitive areas.
DECIEM is committed to long-term investments in planetary and human well-being. Its donation strategy is defined by taking a human approach to giving and partnering with initiatives that give back to the earth, starting with those that help restore ecosystems where nature and humanity intersect.
“At DECIEM, we believe that beauty exists between all of us and the Earth, and we're taking meaningful steps to reduce our environmental impact and help restore the planet” says Anika De La Flor, Director of Environmental Sustainability at DECIEM. “DECIEM was founded on a commitment to transparency in beauty, and we’re extending that same principle to our environmental actions. Through veritree’s technology platform, we can track and verify key impact metrics like plant survival rates, ensuring our efforts are measurable, monitored, and publicly available.”
Through its partnership with veritree, DECIEM has funded the planting of 60,000 trees and 50,000 kelp across areas including BC’s Sunshine Coast, the Cariboo region, and Sawle Lake in Alberta. These efforts are expected to sequester over 43,800 tonnes of CO₂, equivalent to neutralizing the emissions from producing and shipping over 55 million units of our skincare products.
“As wildfire season intensifies across Canada, it’s more important than ever that we focus on reducing the long-term impact of these fires and support the landscapes they leave behind,” says Derrick Emsley, CEO and co-founder of veritree. “Fires are burning hotter than ever and, after decades of fire suppression, many ecosystems are more vulnerable and less able to recover naturally, which is why these types of restoration efforts are so critical. Our partnership with DECIEM reflects a shared belief that nature-based solutions are key to building and restoring healthy, wildfire-adapted landscapes.”
This work builds on DECIEM’s growing environmental portfolio, focusing on meaningful progress over perfection, and nurturing the places where nature and people meet. Plans for future restoration with veritree include projects in Brazil, Senegal, Ontario, California, and the UK.
To date, veritree has partnered with over 300 companies to help embed verified restoration into their business models. In May, veritree reached a landmark milestone of 100 million trees pledged across its global projects, from Kenya to the U.S. to Canada. For more information about veritree’s recent restoration impacts, please visit: https://www.veritree.com/about-us/impact
veritree is a platform powering the global restorative economy. Its platform brings trust, traceability, and impact to nature-based solutions. Having reached 100 million trees pledged, it connects forward-thinking companies with verified action. From mangroves and kelp to wildfire reforestation, veritree helps organizations move from intention to measurable environmental and social outcomes. Learn more at veritree.com.
DECIEM is a family of good people doing good things. It’s home to The Ordinary and NIOD and hopes to inspire a better world of beauty through the kindness of its community, its innovative technologies, and the honesty of its words and actions. To follow DECIEM’s sustainability journey, visit @deciem on Instagram and @deciem on LinkedIn.
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