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I was standing in a shop again the other day with a product in my hands. On the front, in large green letters, it said: 100% natural. A lovely promise, you might think. But when I turned the bottle over and looked at the list of ingredients, there suddenly were dimethicone, PEG-40 and a whole arsenal of synthetic substances. Not exactly what you'd expect under a 'natural' label, is it?
This is perfectly allowed. The word 'natural' is not in fact legally protected. Any brand may put it on virtually any product, without there being an official standard or any oversight behind it. There is no body that checks whether what's in the jar actually comes from nature. Unlike 'organic', for example, for which strict quality marks and certifications do exist. There you have to meet all sorts of rules and the products are checked. With 'natural' that is not the case.
And it doesn't stop at those large green letters. The whole packaging plays its part in the game. Think of warm green colours, drawn-on little leaves, a wooden cap or that trendy kraft-paper look. It all evokes the feeling of: wow, this is pure, this is clean, this must be good for me. But that outward appearance tells you literally nothing about the contents of the jar. That's what we call greenwashing: creating a natural impression that the product simply cannot live up to.
As a consumer you are constantly led up the garden path by pretty images, strategically chosen colours and natural textures. While the product under that green coat may be packed full of synthetic ingredients. It makes it harder to make genuinely good choices and it undermines trust in the brands that are being honest.
Fortunately, there is one part of the packaging that does not lie: the list of ingredients. Or, as we call it in our industry: the INCI list. It appears on the back of every cosmetic product and is legally required. Manufacturers must state precisely what their product contains. No marketing spiel, no vague terms, just the facts laid out plainly.
Yes, those names are sometimes long, complicated and hard to pronounce. Dimethiconol or hydrogenated polyisobutene may not sound like something out of your kitchen cupboard, but at least they are listed honestly. And if you learn to read a little between those lines – I've actually made a reel about this before – that list tells you the whole story. The beautiful thing is: the INCI list never lies. Never.
As long as 'natural' is not a legally protected term, you yourself are the best gatekeeper. Our tip is simple: always turn a product over and read what is really in it before you take it with you. Don't be tempted by a gorgeous green coat or lovely promises on the front. It doesn't have to mean that it's good for you.
At Natural Heroes we believe that if you say 'natural', it should also be natural. That is what we stand for and what we select our ingredients and products on. But as long as that is not laid down in law, it is up to you to look critically. So stop at the front, start with the back. Because real naturalness is nothing you need to guess at – it's written there in black and white on the label.
