Understanding Natural Origin
Plain and simple, we think nature does it best when it comes to nourishing, protecting and supporting our skin. That’s why it’s been our mission for over thirty years to develop effective and accessible natural skin care and beauty products. And over that time, we’ve made it a priority to clearly state the percentage of ingredients derived from nature on our product labels.
As you may have noticed while shopping for natural skin care, that’s not common practice. Given the tremendous recent growth in the natural personal care category, people would greatly benefit from common global definitions for natural ingredients and products.
Our team has long advocated for clear natural standards and has helped advance the development of the first international consensus-based guidelines for natural and organic cosmetic products: International Organization for Standardization (ISO) 16128 – Guidelines on Technical Definitions and Criteria for Natural and Organic Cosmetic Ingredients and Products.
We believe ISO 16128 will help provide uniform criteria for the natural skin care industry as ISO standards have done for other industries. We’re applying it across our cosmetic products to guide our calculation of natural origin percentage. To date, our products are on average 99.6% natural origin.
ISO 16128 is a bit technical, so we’re breaking it down for you here with a clear way to understand percent natural origin.
ISO GUIDELINES ARE THE FOUNDATION
ISO 16128 provides clear definitions and a way for us to calculate percent natural origin. Then, we build upon that with our own product standards—ingredients we include and don’t, a minimum threshold for percent natural origin—along with all of the practices we’ve cultivated to over the years to respect and honor the relationship between people and the natural world.