Have you ever questioned if the "100% Certified Natural" labels on your favourite beauty products are genuinely authentic? Natural cosmetics are having a major moment, with brands scrambling to tout themselves as nature's gift to skincare. Slogans like "100% Certified Natural Cosmetics" or "100% Certified Effective Natural Cosmetics" are plastered on many products. But do these claims hold up under closer inspection?
Let's deconstruct the marketing jargon. These catchy phrases aim to build consumer trust, but they don't always equate to a product that's entirely natural. The operative word is "certified." While this signifies the product meets a specific standard for natural cosmetics, it doesn't reveal how much of the product is actually derived from nature. Some certifications allow a small percentage of non-natural ingredients, such as preservatives, to be included.
The Greenwashing Game: How Brands Play with Words
Many big brands are skilled at "greenwashing" — presenting products as more natural or eco-friendly than they really are. They use certifications and buzzwords like "plant-derived," "eco-conscious," and "clean beauty" to create an impression of purity, while the ingredient list may tell a different story.
For example, some companies highlight certifications like BDIH or COSMOS to make broad claims about their products. One well-known brand even states on its website, "We adhere to the BDIH and Cosmos guidelines and can therefore call ourselves 100% certified natural cosmetics." While technically correct, such statements can be misleading if consumers assume this means the product is completely free from synthetic inputs.
The Limits of Certifications
While certifications like Ecocert, BDIH, NATRUE, and COSMOS set valuable standards, they often allow certain exceptions. For example:
- Ecocert (France): Allows up to 5% non-natural ingredients.
- BDIH (Germany): Permits some ingredients like acids, bases, and salts that are not strictly natural, and does not require all plant-based inputs to be organic.
- NATRUE (Europe): Accepts "nature-identical" preservatives that are synthetically produced but chemically match natural substances.
- USDA Organic (USA): Permits up to 5% non-organic ingredients if alternatives are not available.
- Soil Association (UK): Allows specific exceptions deemed necessary.
- COSMOS (Europe): While considered strict, still allows limited non-natural ingredients.
These certifications often prohibit animal testing, but not all require strict evaluation of environmental impacts. In some cases, water is counted in the natural percentage, meaning water-heavy products like shampoos can more easily qualify. Criteria may also vary in what is prioritized — for example, organic farming methods over the absence of synthetic substances.
The "Almost Natural" Trap: Why That Missing Percentage Matters
You may have seen products labelled "98% natural" or "99% natural." But what about the remaining 1–2%? Even small percentages can include functional ingredients that affect formulation, stability, and longevity — and these are often not from natural sources.
In that missing percentage, you might find:
- Preservatives: Used to extend shelf life. While necessary, some are viewed as potential irritants or allergens and remain debated within the industry.
- Fragrances: Artificial perfumes can mask base ingredient odours but may trigger sensitivities.
- Colourants: Synthetic pigments can enhance appearance but are sometimes petroleum-derived.
- Petroleum-based ingredients: Though technically natural in origin, their processing and environmental footprint raise concerns.
At Brewing Beauty, we believe every ingredient matters. That’s why we go beyond “almost natural” claims and commit to using only 100% natural ingredients, including natural preservation systems designed to be gentle for both skin and the environment. This means our products may have shorter shelf lives compared to those with synthetic stabilisers — but we see this as a worthwhile trade-off for integrity and sustainability.
Regulations, Certifications, and the Future of Natural Cosmetics
We welcome all initiatives that promote healthier and more environmentally friendly products. In our view, harmonised standards for natural and organic cosmetics are essential to reduce greenwashing. Europe’s new anti-greenwashing directive is an encouraging step, though the question of certification standards remains open. Without clearer regulation, varying certification rules may continue to create confusion.
Certification can also be costly, potentially favouring large brands while leaving smaller, authentically natural producers at a disadvantage. We believe a fair system should empower all brands — large or small — to compete on the basis of quality and transparency, not marketing budgets.
Consumers today face a flood of logos and seals, each with its own meaning. Even industry insiders sometimes struggle to keep up. A single harmonised standard could simplify the landscape and allow consumers to make clearer, more confident choices.
Why Brewing Beauty Goes Beyond Certifications
At Brewing Beauty, we believe in authentic natural cosmetics without compromise. While we respect certifications, many existing standards do not fully align with our strict requirements for purity. We prefer to invest in ingredient quality and research rather than certification logos.
We prioritise transparency through clear ingredient lists and open communication. We let our products speak for themselves, backed by craftsmanship and values rather than slogans.
Beyond the Label: Embracing True Transparency
The next time you see a "100% Certified Natural" label, ask what it really means. Certifications can provide guidance, but they are not the full story. What matters most is what goes into the product itself.
At Brewing Beauty Company, we are committed to genuine natural beauty, without shortcuts. We invite you to explore our formulations and experience the difference for yourself.
