As consumers flock to “reef-safe” and “ocean-friendly” skincare, beauty brands are selling a vision of ocean purity that is more marketing-driven than science-based. By Kate Petty The personal care industry has mastered the art of marketing eco-consciousness— evolving beyond familiar labels like “green,” “clean,” and “natural”—into a new wave of sea-inspired branding that claims to champion ocean conservation. Terms such as “reef-safe” and “ocean-friendly” evoke images of cry