Science vs Marketing Farmer & Stetz

Why is science and evidence seen as the enemy in the cosmetics industry?  Clean Beauty, No Nasties, Organic, Free From are destroying the industry from within.  The curious consumer is not informed, they are being manipulated and exploited by these new marketing terms.  What are we afraid of?  Why can't we communicate effectively? We love the cosmetics industry, it's a force for good but at the same time we, as an industry, are focussed on short term marketing gains, leading inevitably to real and prolonged damage.