The demand for natural skincare is ever-increasing with more and more consumers opting for products containing non-synthetic ingredients. But can consumers trust that the products they are purchasing are truly natural or is the word “natural” just a buzzword used to sell more products? 

The Derm Review analysed the top 100 best-selling natural products to answer this and the research found that only 42% of “natural skincare products” are truly natural.

“As we’ve established, natural is not always better, but despite that, consumers have the right to know whether the products they buy are indeed natural or not.”

“Sadly many brands overuse the word “natural” in their marketing in order to sell more products, and that feels misleading and deceptive. Especially as our research found that these products tend to be priced higher while not necessarily being better, safer or more environmentally friendly.”

“I think one of the problems is that the industry is pretty much unregulated when it comes to making claims. For instance, it’s common to see ‘chemical-free’ products on the shelves, but that doesn’t make any sense as even water is a chemical.”

Elle MacLeman, Skincare Biochemist at The Derm Review

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