Natural Selection: How to Identify if a Beauty Product is Natural
100% Pure is very serious about claiming itself as a natural brand, and the NDP is one way it holds itself accountable. However, you as a customer have a handful of tools readily available to further scrutinize brands claiming to be “natural.” Here are some tips for identifying truly natural brands:
1 ) Align with brands that have a proven track record. 100% Pure, for example, emphasizes its goal of educating customers on the importance of natural ingredients and the harmful effects synthetic ingredients can have on the body and environment. The 100% Pure Blog is an excellent resource for customers to stay up to date on the best ingredients to look for when purchasing beauty products.
2 ) Spot credible certifications. For example, if a product has a USDA organic logo or seal, it means at least 95% of the ingredients must be organic. If it is organic, is has to come from a natural source. Plantioxidants is a great example of a natural brand that relies on the rigorous standards of the USDA and its hard-earned logo.
3 ) Rely on 3rd party verifiers. The Environmental Working Group (EWG) is a prime example of an organization that helps identify the true nature of ingredients in products, and it is one 100% Pure has worked with in the past.
4 ) Read the labels yourself. Sometimes you as a customer may need to flip the package around and ask yourself, “what’s actually in this?”. A spectacular example of a brand answering this clearly and honestly is Puristry, which lists both the scientific and common names in the ingredients to help provide transparency.
5) Lastly, ask ask ask. As a customer you have the right to directly ask companies about the products you buy from them. 100% Pure customers know this is true, and I strongly encourage you to have the same demand for other companies you buy from, not only in beauty but beyond.