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Not So Natural Products?

Study finds the formulations of most natural brands are not meeting their marketing claims.

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By: Jamie Matusow

Editor-in-Chief

Few natural and organic cosmetic brands are living up to their marketing claims, according to a study by Organic Monitor, of London. For the study a chemist assessed more than 50 international brands of natural cosmetic products by examining their ingredient composition and classifying formulations according to their ‘level of naturalness.’ Certified organic cosmetics received the highest rating followed by pure natural cosmetics, naturally inspired cosmetics, and conventional cosmetics.

Many products carrying ‘chemically-clean’ cosmetic claims were found to have synthetic ingredients. In addition some organic cosmetic brands that contained certified organic ingredients were still given low ‘naturalness’ ratings because the formulations also contained synthetic ingredients not common to natural and organic products. The researchers highlighted the importance of certification in creating a ‘level playing field’ for formulators because natural and organic standards have tight guidelines on permitted and prohibited ingredients. Brands with high levels of certified products received high ‘naturalness’ scores. These included Intelligent Nutrients, Green People, and Living Nature. Garnier Bio Active (L’Oreal), Diadermine Bio Expertise (Henkel) and Johnson’s Natural (Johnson & Johnson) also scored high.

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