How to Write Ethical Product Descriptions Without Overpromising

1. The Quiet Power of Language

Language in commerce carries weight, whether spoken in a storefront or typed into a product listing. In the space of ritual goods and herbal products, the language chosen can do more than inform — it can shape expectations, influence care decisions, and determine trust. Writing product descriptions, then, is not a marketing task. It’s a relational one.

There is a difference between inviting curiosity and manufacturing belief. Between offering a story and imposing a solution. Ethical descriptions begin not with persuasion, but with responsibility.

2. From Claims to Clarity

Well-intentioned brands often slide into overpromising through habit, not malice. Words like “healing,” “detoxifying,” “immune-boosting,” or “energy-clearing” are so commonly used in wellness spaces that they lose their grounding. Yet these phrases carry legal and ethical implications — especially when referencing bodily function or spiritual outcomes.

In the United States, for example, the FDA prohibits dietary supplement sellers from claiming to “diagnose, treat, cure or prevent any disease” unless explicitly approved (FDA.gov). Similarly, metaphysical claims (like promising protection or luck) risk bypassing consent when stated as guarantees rather than invitations.

Ethical product descriptions root themselves in observable qualities and cultural context, not outcomes. They describe, not decide.

3. Centering the Senses and Materials

An ethical description returns to the physical. What does the item feel like? Smell like? How is it made? Where do the materials come from? These sensory and material details offer grounded, honest information that allows the buyer to make an informed choice.

Instead of “This oil brings peace,” consider:
“This oil blends blue chamomile and clary sage in an organic jojoba base, offering a calming floral aroma often associated with nervous system support.”

This is not about being clinical — it’s about offering precision in a way that respects the body’s autonomy and the buyer’s discernment.

4. When Tradition Is Involved

If your product draws from Indigenous or ancestral practices, the responsibility deepens. Descriptions must include accurate sourcing, cultural attribution, and acknowledgment of lineage. Avoid vague references like “ancient wisdom” or “sacred traditions” without specifying whose, where from, and with what relationship.

For example, if you’re offering white sage, it is essential to name that it has long been used in ceremonies by the Chumash and other Indigenous nations — and to acknowledge whether your supply is wildcrafted, cultivated, or respectfully sourced. The same applies to ceremonial cacao, palo santo, or ayurvedic blends.

When writing about cultural tools, citation and specificity are forms of reverence.

5. Choosing the Right Words — When Fewer Say More

Clarity doesn’t require complexity. Some of the most honest product descriptions are short, direct, and spacious. They leave room for the reader to interpret, explore, and form their own relationship. This is especially true for objects intended for ritual, presence, or internal work.

Consider trimming phrases that sound like marketing and replacing them with sensory or relational cues. Instead of “a must-have for healing,” try:
“Offered as a companion for reflective or ceremonial time.”
Instead of “guaranteed results,” say:
“Used traditionally to support grounding practices, especially in transition periods.”

Here’s where a single, well-placed bullet list might support clarity — especially when listing ingredients, components, or use instructions.

6. Staying Within the Ethical Container

Ethical writing means knowing where your authority begins and ends. Sellers of plant medicines, minerals, or energy tools must avoid assuming roles of healer, doctor, or spiritual authority unless explicitly trained and named as such. This is not just legal safety — it’s respect.

A helpful practice is to include links to trusted external sources that offer context without making claims. For example, a description of mugwort tea can include a link to herbal monographs or traditional usage summaries, while remaining transparent that effects vary by individual.

This reinforces the role of the seller as steward — not savior.

7. Language That Protects Trust

Ethical product descriptions build trust over time. When customers know your words are thoughtful, honest, and grounded, they’re more likely to return — not because they were convinced, but because they were respected.

In a time when spiritual language is often borrowed, marketed, and manipulated, choosing careful description is itself an act of integrity. And integrity, unlike a claim, never needs to be proven. It’s felt.