Understanding Labels: What Really Counts as Natural Makeup?
The beauty industry has seen a significant shift towards natural and organic products in recent years as consumers become more conscious of what they are putting on their skin. With this increasing demand, brands have responded by offering a wide range of natural cosmetics. However, the term “natural” can be quite ambiguous and often misused. Understanding what truly constitutes natural makeup is crucial for making informed choices.
Natural makeup products are those formulated with ingredients derived from nature, with minimal processing. This means avoiding synthetic chemicals, artificial fragrances, and harmful preservatives. Yet, the lack of stringent regulations around labelling can make it challenging to distinguish genuinely natural products from those that are merely marketed as such.
Defining Natural Makeup
Ingredients Derived from Nature
Natural makeup should primarily consist of plant ingredients and other naturally occurring substances. These ingredients undergo minimal processing to retain their natural properties. Natural ingredients include plant oils, botanical extracts, mineral pigments, and beeswax. For instance, jojoba oil, derived from the seeds of the jojoba plant, is widely used in natural cosmetics for its moisturising properties. Similarly, mineral pigments such as iron oxides and titanium dioxide are used for their safe, non-toxic colouring capabilities.
Avoiding Harmful Additives
One key aspect of natural makeup is the exclusion of harmful additives. Synthetic chemicals, such as parabens, phthalates, and sulphates, are often linked to various health concerns, including hormone disruption and skin irritation. Natural makeup products should avoid these substances in favour of safer alternatives. For example, instead of synthetic preservatives like parabens, natural preservatives like vitamin E (tocopherol) or rosemary extract can extend shelf life without compromising safety.
Certification and Standards
Recognising Reliable Certifications
Due to the lack of a clear definition for “natural” in the cosmetics industry, third-party certifications play a key role in helping consumers identify genuine natural makeup products. Certifications from organisations such as the USDA Organic, COSMOS, and Ecocert assure that a product meets specific natural and organic content criteria. These certifications typically involve rigorous testing and adherence to strict ingredient standards, offering higher transparency and trust.
Understanding Certification Labels
Each certification body has its criteria and standards, which can sometimes be confusing. For example, the USDA Organic certification requires products to contain at least 90-95% organic ingredients, excluding water and salt. COSMOS certification, on the other hand, distinguishes between natural and organic products, with specific percentage requirements for each category. Familiarising oneself with these standards can help one make more informed decisions when selecting natural cosmetics.
Making the Right Choice
Reading Ingredient Lists
Reading the ingredient list is essential to truly understanding what is in a makeup product. Ingredients are typically listed in descending order of concentration, allowing consumers to see exactly what a product contains. Look for a short, recognisable list of ingredients to ensure the product aligns with natural standards. Be wary of products that list synthetic chemicals or vague terms like “fragrance,” which can often hide a cocktail of synthetic substances.
Researching Brands
Researching brands and their commitment to natural and sustainable practices can provide valuable insights. Brands prioritising transparency, sustainability, and ethical sourcing are more likely to offer genuine natural makeup products. Checking for brand certifications, reading customer reviews, and exploring the company’s values and practices can help make an informed decision.
Understanding what counts as natural makeup products involves more than just trusting the label. It requires a keen eye for ingredient lists, knowledge of reliable certifications, and a commitment to researching brands and their practices. By being informed and discerning, consumers fertilisers that their choice of natural cosmetics reflects their values and meets their expectations for safety and sustainability.
