What Makes a Product Formula ‘Natural’?
Tips for Conscious Product Development
Natural. Clean. Green. These buzzwords are everywhere. But what do they actually mean when you’re formulating skincare products?
In today’s beauty market, consumers want transparency. They’re drawn to ingredients they recognise, products that feel safe, and brands that share their values.
But “natural” isn’t a regulated term and without clarity, even the most well-intentioned founders can end up confusing (or misleading) their audience.
If you're developing a natural skincare brand, this post will help you understand what “natural” really means, and how to formulate consciously without greenwashing.
1. Define What “Natural” Means for Your Brand
Since there’s no legal definition of “natural” in cosmetics, it’s up to your brand to define it and communicate that definition clearly.
Some questions to ask:
Do you allow naturally derived ingredients (eg emulsifiers or preservatives from plants)?
Will you use synthetics at all?
Do your formulations need to be certified (eg COSMOS or Soil Association)?
Clarity builds trust. If you’re not clear, your customers won’t be either.
2. Choose Ingredients That Align with Your Values
Conscious formulation means thinking beyond “natural” and asking:
Is this ingredient ethically sourced?
Is it biodegradable?
What is its environmental footprint?
Does it have a proven safety profile?
A low-tox, skin-kind, and planet-conscious approach is often more meaningful than simply chasing the "100% natural" label.
3. Know Your Preservatives
Preservatives are essential for product safety - even in natural skincare. But not all are created equal.
Options like potassium sorbate or sodium benzoate are accepted in many “green” formulations and can be used at safe, low concentrations.
Skipping a preservative altogether puts your customer at risk. Conscious doesn’t mean careless.
4. Beware of Greenwashing Claims
Avoid vague or misleading terms like:
“Chemical-free” (everything is made of chemicals)
“Toxin-free” (which toxins? Be specific.)
“100% natural” unless you can prove it
Instead, use language that’s:
Transparent
Evidence-based
Emotionally honest
Trust with your customers is built on truth - it should not be marketing spin.
5. Test, Test, Test
Even the most natural formula needs to be:
Stable
Safe
Effective
Always carry out:
Stability testing
Microbiological testing
CPSR (Cosmetic Product Safety Report)
Nature is beautiful but it’s your job to make it safe.
Final Thought
Natural formulation isn’t about perfection, it’s about intention. It’s about creating products that align with your values and deliver real benefits to your customers and the planet.
If you want support developing natural skincare the right way with clarity, compliance, and creativity - get in touch with Kim. With decades of experience in the botanical and beauty industries, she brings deep expertise to conscious product development and business mentorship.