What “Natural” Really Means in Cosmetics: A Scientific and Regulatory Breakdown

Let’s talk about the term “natural”.

In many countries, the word natural is not strictly regulated in the same way as other cosmetic claims. However, even without formal regulation, any claim that has the potential to mislead consumers can still trigger an investigation by regulatory authorities. These investigations are often aimed at identifying and preventing greenwashing within the industry.

A common issue, especially among newcomers, is the assumption that terms such as nature identical or natural origin automatically mean 100 per cent natural. This is incorrect. To verify whether an ingredient is truly natural, formulators must refer to ISO 16128, the internationally recognised guideline that assigns each ingredient a Natural Origin Index.

This document provides a clear explanation of what natural really means in cosmetics, including the scientific context, the regulatory expectations and the marketing implications. Download it now to ensure your product claims are accurate, compliant and professionally substantiated.