Sridevi Gopakumar is a marketing researcher based in Chennai, India, and is in the final stages of completing her PhD at Loyola Institute of Business Administration. Her doctoral research examines how greenwashing tactics in the beauty and personal care industry shape consumer perception, using an experimental design approach. The topic hit home after an “all-natural” face mask gave her both a rash and a research idea, she’s been skeptical of leafy labels ever since. Her work explores how brands blend nature, science, and storytelling to sell sustainability, both historically and today.