When it comes to skincare the term ‘natural’ is thrown every
which way, so much so that it seems to have lost any meaning. In fact, there’s
actually no legal definition for the word as it relates to personal care. Even
so, the trend for consumers looking for natural skincare is ever increasing,
but what does it really mean and say about the integrity of a product?
Just like eating habits, the level of ‘clean’ you require in
your skincare depends on your perceptions and desires. Are you vegan?
Gluten-free? Only eat organic? Then you probably want to look for products labeled with those
certifications. I’m personally not concerned about gluten and while I love to
have as many plant-derived ingredients in my skincare as possible, I also want
it to be effective and safe. Consider an ingredient category such as peptides,
which are often engineered in a lab to give them more bang for their buck and improve
stability. Maybe not so natural, but I definitely believe in the power of their
benefits and want them on my skin.
Having been in the beauty industry longer than I care to
say, I’ve come across the gamut of companies that boast the natural claim—from
thoughtful, well-crafted products to blowing-smoke-up- your-you-know-where
marketing. So how do you cut through the
hype? One way to encourage your natural confidence is to look for organic products with either the US-NOP (National Organic Program) or Ecocert label. There
are also a couple of NGOs, the Natural Products Association and NaTrue, that
offer a certification label for natural claims. Though please keep in mind
that there are many fantastic indie and small lines out there that may not yet
be in a place where they can afford these costly certifications.
So how do you know if your skincare products meet your natural requirements? Start conversations with the
companies who make them. Ask about their ingredient supply chains
and why they include certain things in their formulas. Do your homework when it comes to ingredients, it’s your right as an
informed consumer to know what you’re putting on your skin!
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