Buzz
When you consider it, applying synthetic compounds to our skin is inherently unnatural. Even skincare items labeled as 'natural' undergo extraction, chemical formulation, and processing in industrial settings. While terms like 'clean' or 'natural' are trendy in the beauty industry, they hold little substantive meaning.
No Standard Definition Exists for 'Natural'
Regulatory agencies have opted not to provide a clear definition for 'natural.' In contrast, 'organic' is strictly defined—products cannot claim to be organic unless they meet the USDA organic standards for farming and production.
In the U.S., the FDA oversees cosmetics and their labeling, enforcing strict regulations on terms like 'economy size' and what qualifies as 'soap.' However, they have not established a definition for 'natural.' (The Federal Trade Commission has, however, penalized companies for falsely labeling products as 'all natural' when they contain synthetic ingredients.) A Natural Cosmetics Act was introduced in 2021 to define 'natural' for cosmetics, but it did not pass.
These single-ingredient skincare items are among the most natural options available:
This unrefined shea butter is derived from shea nuts and can be applied directly to the skin like lotion.
Colloidal oatmeal is an oat-based powder that dissolves easily in bathwater.
Dead Sea bath salt is exactly what it sounds like—pure salt.
The term 'natural' is a marketing tool, not a safety guarantee
Brands label their products 'natural' to appeal to consumers. However, there are conflicting 'standards' for what qualifies as natural. For instance, COSMOS mandates that 95% of a product’s plant-based ingredients must be USDA-certified organic. Meanwhile, Allure magazine has its own 'clean beauty' certification, granted to products that exclude 15 categories of ingredients.
Many skincare brands promote their products as 'clean' or beneficial by excluding specific ingredients, but these exclusions often lack logical justification, especially as a group. The term 'natural' itself lacks a clear, widely accepted definition. As Chemists Corner notes, crude oil is a natural substance, making petroleum products technically natural—though few perceive them that way.
The rationale behind labeling products 'natural' or 'clean' is often flawed
Brands, influencers, and media frequently define clean or natural skincare by what they exclude, but these ingredients share little in common. They aren’t inherently harmful or more unnatural than other components not on such lists.
For instance, 'paraben-free' is a common marketing claim, and parabens are on Allure’s list of excluded ingredients. However, the FDA states there’s no evidence (so far) that parabens affect human health. Avoiding them out of caution raises the possibility that their replacements might have unknown health impacts. While it’s fine to avoid ingredients for personal reasons, it’s important to remember that natural substances can also be harmful. Removing synthetic ingredients doesn’t automatically make a product safer or healthier.
Another ironic example is Allure’s 'clean beauty' seal, which excludes ingredients like sodium lauryl/laureth sulfate—despite admitting they pose no serious health risks. They correctly note that the American Cancer Society has debunked claims linking SLS to cancer, and its worst effect is potential skin irritation (a common issue with many cosmetic ingredients). Yet, it remains on the list.
Sunscreen serves as another illustration: While some claim mineral-based sunscreens are more 'natural,' both mineral and chemical variants require precise manufacturing to function effectively on the skin. Both types are widely regarded as safe, though each carries minor potential risks. Neither is inherently superior or more natural than the other.
In the end, 'clean' and 'natural' skincare products are more about marketing than scientific fact. Cutting through the buzzwords can save you significant time, stress, and money.
