Did you know that a lot of the products unaware consumers use can be 75%, 80% or even 90% water?

Throw in emulsifiers, preservatives, fragrance and in some cases color (dyes), and you have very little left for the “good” ingredients usually touted on the FRONT of the label.

We always encourage our customers to read the labels and many people are surprised that water is frequently the first ingredient in lotions, crèmes, shampoos, conditioners and shower gels or in other words the most prevalent ingredient (see above!).  This isn’t the case with Absolutely Natural. 

Our formulas have Aloe as the first ingredient in just about every one of our products.  Our last blog touted the many, incredible benefits of this “Lily of the Desert” but needless to say the health benefits, nutritional benefits, anti-inflammatory benefits and many more are superior to water.

So the question is, “Do you use a shampoo that is mostly water or and Absolutely Natural shampoo containing aloe and generous nutritive oils?”

You may ask yourself why most manufacturers rely so heavily on water and the answer won’t surprise you.  Money. The more water you use the less the product costs and for those companies where profit is the main motivator, it makes a big difference. I’m not saying they are bad people but usually they have a board of directors to answer to and/or shareholders to perform for.

AN remains a closely held family business where our only dictum to our chemists is make the best product you can and don’t be concerned about the costs of raw materials. 

So, Aloe versus water …. It’s an easy decision for you.


Best regards,