She Strengthens

The Unregulated World of Natural Beauty: What You Need to Know

The beauty industry is awash with buzzwords like “natural,” “nourishing,” and “luxurious.” But what do these terms really mean? Unfortunately, there’s no governing body to define what “natural” means, leaving companies to interpret it as they see fit.

The Murky Definition of Natural

In 2018, the natural cosmetics market was valued at a staggering $34.12 billion. But how do companies define “natural”? The answer lies in their marketing strategies, which often prioritize profit over transparency. As Angelina Umansky, owner of Spa Radiance, notes, “Terms like ‘natural’ and ‘organic’ are often marketing speak, which can be misleading.”

The Difference Between Natural and Sustainable

Jenn Harper, founder of Cheekbone Beauty Cosmetics Inc, deliberately avoided using the term “natural” in the early days of her company due to its lack of regulation. Instead, she focused on sustainability, recognizing that it’s a hierarchical concept that goes beyond simple marketing claims. Michelle Connelly, VP of merchandising and planning at Credo, agrees, stating that sustainability requires a multifaceted approach that considers the entire production process.

Crafting Your Own Definition of Natural

So, how can you navigate the complex world of natural beauty? Start by educating yourself on what matters most to you. Jackie Johnson, host of the Natch Beaut Podcast, looks for vegan, cruelty-free, and eco-friendly products that align with her values. Kimberly J. Smith, founder of Marjani Beauty, prioritizes safety, efficacy, and ethical sourcing.

Beware of Greenwashing and Misleading Messaging

Companies often use “anti-chemical” rhetoric to sell their products, but this can be misleading. Natural ingredients can still be toxic or allergenic, and “hypoallergenic” products may not be entirely safe. Be wary of companies that make exaggerated claims or fail to disclose their ingredients.

Transparency and Accountability

Look for brands that prioritize transparency and accountability. Credo, for example, encourages its brand partners to fully disclose their ingredients, including fragrance components. Cheekbone Beauty Cosmetics Inc shares its journey and misinformation on social media, fostering a sense of community and trust.

Voting with Your Wallet

As a consumer, you have the power to shape the natural beauty industry. By choosing to support brands that align with your values and priorities, you’re sending a message that transparency, safety, and ethics matter. By “voting with your wallet,” you can promote honest approaches to natural beauty and hold companies accountable for their claims.