Organic Monitor, the research organization specializing in the bio-industry, released a report this month assessing the truth behind the claims about "natural" and "organic" cosmetics.
Which natural and organic brands make up the degree? deals with the growing trend towards "natural" products and the influx of large beauty brands trying to defraud their way into the market.
The experts selected over 50 cosmetic brands that made clean, environmentally friendly marketing claims and assessed their "naturalness" based on their ingredients of 10.
It turns out that very few natural trademark claims can withstand testing, and even those labeled "100% natural" still contain synthetic preservatives, plasticizers, and surfactants.
It was not surprising that the truly natural products were the ones certified by a recognized organic organization such as the Soil Association (ahem, like Pai …)
It is high time that Colipa (the European Cosmetics Association) and the Cosmetics Directive put some proper rules on the use of the terms "natural" and "organic" on product labeling before these claims lose their true meaning and overall credibility.
In the meantime, this current "greenwashing" epidemic is one that savvy consumers should know.
With so many companies switching to the organic train, you can only rely on the natural properties of a product by reading the ingredient list.
This can sometimes be a small minefield. In the next few days I will blog about what to look for and what ingredients to embrace and avoid.
Watch this room …