The word ‘natural’ gets used a lot these days, especially in our industry. A product could have .05% carrot extract in it and the rest be a cocktail of synthetics yet the claim on the packaging says ‘natural’. There is no government regulation in our industry around the use of the word ‘natural’. That’s why we felt it was important to define it, so that you know exactly what we mean by it.
All of our products are 100% natural. That means…We only use ingredients that are found in nature and are good for you (just because its natural, doesn’t mean its automatically safe).By ‘found in nature’ we mean ingredients that have been harvested in their original form, or that can be extracted from plants or minerals (ie beeswax or essential oils).We will not use natural ingredients that have a harmful effect on the body and/or environment (ie mineral oil or talc).We will avoid using natural ingredients that are produced or extracted from their source materials using environmentally harmful processes (ie sulfonation, ethoxylation which can leave behind harmful contaminants such as 1, 4 Dioxane).We will not use ingredients that are manufactured and synthesized so that they no longer resemble any molecular structure that occurs in nature, even if they are made from natural plant or mineral ingredients (ie sodium lauryl sufate).
We will consider using ingredients that are found in nature but are only available when produced to be nature-identical for environmental and sustainability reasons.