An increasing number of companies are hopping on the 'green' bandwagon as consumer demand increases for better products - a term known as "greenwashing". Companies can include nominal amounts of natural ingredients - often less than .5% -- then market products as 'natural", "pure", hypo-allergenic", "non-comedogenic", "dermatologist-tested", "swiss", "technologically-advanced" etc. These claims mean nothing. Knowing the various ingredient categories, is the first step in understanding how ingredients are often categorized on labels.

This intentional and disceptive practice discredits many legitimate brands and companies while diminishing the need for increased scrutiny of these so-called 'natural companies'.  The majority of mass-marketed brands labeled as "natural" are far from it and because the FDA doesn't pose any regulations, companies continue with misleading and unethical labeling practices. They include dozens of synthetic and highly toxic ingredients from companies like:

Alchimie, Alba, Aveda, Arbonne, Avalon Organics, Avon, Bath & Body Works, Blue Sky Herbal, Burt's Bees, Clarins, Cleure, Clinique, Chanel, derma e, Kiss My Face, Lubriderm, Malin+Goetz, md Skincare, Melaleuca, Meyer's, Nature's Gate, Neutrogena, Physician's Formula, Rainbow, Shaklee. Check here for more Natural Imposter Updates...

You're essentially paying for cheap toxic chemicals, marketed and branded very well. All of these companies (and there are many more, so as I learn of them, I'll continue to update this page) contain either toxic ingredients, broad or vaguely-stated terms like "preservatives", "fragrance", "humectants" and unclear ingredients lists.

Categories of Ingredients:

Emulsifers, Humectants, Preservatives, Surfactants

Natural vs. Organic - what's the difference?

Benefits of Organic skin care

What is a 'GMO'?