A bit on the term "natural"

There has been a recent surge in the use of words like “natural” and “chemicals”  in marketing in an attempt to cash in on the expanding market for safe cosmetics.  The problem is that the word “natural” is undefined by the FDA.  It is literally meaningless when placed on a label.  The word “chemical” is now often used with negative connotation without acknowledging  that all of nature is composed of “organic chemistry.”  This is why we have chosen to emphasize what isn’t in our products.  Some companies pride themselves on being 80%, 90% and even 99% natural.  But that often translates to 20%, 10%, and “only” 1% toxic!  We guarantee that we use NO synthetic ingredients.  This means that when you are smelling lavender you are actually smelling the oils from the plant, not a synthetic fragrance created in a laboratory.  When you are putting oils on your skin they are from a tree, not petroleum based.  This does not mean that there is no chemistry involved in formulating our products.  After all there is no tree that produces lotion and no plant that bears soap in the fall.  But for us and the chemists that help produce these products the challenge is maintaining the integrity of natures chemistry rather than trying to replace it.  Nature has been the master chemist since the beginning of time and we have no intention of trying to compete,  rather, we desire to utilize what nature has produced so that we can all live healthier lives.