A practical guide to natural cosmetics

Natural cosmetics are increasingly in demand among a growing number of discerning consumers who are aware of the importance of choosing high-quality products and finding out about their ingredients. 

However, this demand is not only increasing due to quality. Growing awareness of personal care, respect for the environment and sustainable development, as well as local, fair trade and cruelty-free practices, is changing the rules of the market. As a result, many people are choosing products in line with this new mindset and taking into account their impact on the environment. 

It is important to highlight that natural cosmetics are simply the evolution of products that have been used for centuries as beauty treatments. Even the ancient Romans used honey, olive oil and milk as facial ointments and even beeswax to remove wrinkles. We also find the well-known donkey’s milk baths that Cleopatra took to maintain soft, radiant skin. 

Benefits of natural cosmetics for the skin

Natural cosmetics are a gentler option containing fewer chemicals than conventional products. In fact, they are particularly relevant today due to the rise in reactive or atopic-prone skin. 

Regulations on natural products

Currently, natural cosmetics are not subject to specific regulations but are governed by the same legislation that applies to conventional products, the European Regulation 1123/2009. This requires products to carry detailed labelling (INCI) listing the ingredients in descending order of concentration. It also prohibits the use of substances banned by the EU and requires that consumer safety be guaranteed.

But the main problem is that there is a gap in the legislation that blurs the distinction between different types of cosmetics. There is no minimum % of natural ingredients that natural formulas must contain, so manufacturers are free to decide this themselves and implement marketing strategies that confuse consumers.

Instead, there are private certifications on the market which, under their own rules and assessment criteria, certify whether a product is ‘eco-friendly’, ‘bio’ or ‘organic’. Furthermore, there is currently an international guideline called ISO 16128 that standardises various criteria for calculating a product’s natural content. Although compliance is optional, many companies already use this standard to indicate the level of natural ingredients in their formulas. 

What you need to know before buying any cosmetics

Just as in the food sector, many brands in the cosmetics industry also use greenwashing to make their products appear eco-friendly. This is a widespread marketing strategy that seeks to project an image of sustainability without clear evidence or certification. 

In these cases, vague terms such as ‘natural’ or ‘green’ are used without clear backing, or through packaging featuring green colours and organic symbols. To avoid falling into this trap and ensure that cosmetics are genuinely organic, it is advisable to:

• Learn to read the INCI list, as this indicates the composition and naturalness of the formula. It should consist mainly of plants, vegetable oils or other naturally derived compounds.
• Check whether the product has any quality certification.
• Compare the information on the front of the packaging with the list of ingredients and their order on the list.
• Listen to your skin’s needs.
• Research and choose natural cosmetic brands that are transparent about their ingredients and manufacturing processes.

The key lies in choosing high-quality natural cosmetics, knowing how to inform yourself properly, and understanding what your skin’s priorities are.