Many natural & organic cosmetic brands fall short of claims

New research finds the level of naturalness of brands varies considerably between geographic regions. In the first study of its kind, Organic Monitor assessed over 50 international brands of natural cosmetic products and ranked them in terms of their naturalness.
Certified organic cosmetics received the highest rating (9-10), pure natural cosmetics got 5-7 ratings, naturally inspired cosmetics got 2 rating, whilst conventional cosmetics got 1 rating.
A major finding is that the formulations of most natural brands are not meeting their marketing claims. Many companies claiming to have 'chemically-clean' cosmetics actually are falling foul of having contentious synthetic ingredients. Many such brands are classified as semi-natural or naturally inspired, even though they claim to be '100% natural'. Surprisingly, some organic cosmetic brands are given low 'naturalness' ratings; although their products contain certified organic ingredients, the formulations still have synthetic ingredients not common to natural and organic products.
One reason behind the low level of naturalness of such brands is lack of experience with green ingredients. Judi Beerling, head of Technical Research at Organic Monitor, comments: "many Asian companies are not accustomed to using the new palette of green ingredients, preferring to use familiar synthetics in their formulations."
To address the formulation issues associated with natural & organic cosmetics, Organic Monitor is dedicating a workshop and seminar programme to this subject at the Sustainable Cosmetics Summit, taking place in Hong Kong on 7-8th November. (Photo ? Yuliya Horbach | Dreamstime.com)
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