My Product is Certified Natural - Isn't It "All Natural"?

The problem with “All Natural” or “100% Natural” claims

There is some confusion about the claim “All Natural” or “100% Natural” or even just “natural” by
companies that are certified to a “Natural” standard.

This is how it works: both the natural and the organic cosmetic standards allow the use of
synthetics (human made molecules), however they need to be made using plant based feed stocks and the Principles of Green Chemistry*. This means that people use ingredients that are “allowed” because they meet these rules but they are synthetic ingredients. They also use natural ingredients that are not synthesized like oils and waxes and plant extracts.

Example – the Principles of Green Chemistry allow hydrogenation as long as the molecules are fully saturated (not trans-fats). That means we are allowed to use vegetable waxes in COSMOS (formerly EcoCert) products if they meet the requirements of the standard. But they are still synthetic. Another example is plain old Castile Soap: coconut is reacted with potassium hydroxide to make “potassium cocoate”. Clearly a “chemical” even when “made from organic” ingredients.

In summary, companies claim “All Natural” because they are certified to a natural standard but
they clearly list synthetic ingredients on their ingredient list. This is confusing to the consumer. It also means the Brands don’t really understand the standard they are using. Sometimes it means the Brand may be sued by mean attorneys who give nice attorneys a bad name and harass sweet brand owners. (Okay – I’m defensive.)

Synthetics are not “bad” if they are made from renewable inputs using safe methods and resulting in safe chemicals.

If you have been threatened by one of these suits and need a referral, let us know.

* The 12 Principles of Green Chemistry defined by: Anastas, P. T.; Warner, J. C. Green Chemistry: Theory and Practice, Oxford University Press: New York, 1998