There are exciting new changes coming to Absolutely Natural products with particular attention to our labels.

In an attempt to make cosmetic labels consistent worldwide, the Personal Care Product Council has been lobbying for INCI (International Nomenclature of Cosmetic Ingredients) names to be a requirement on labels for personal care, body care, skin care and spa products.  It is already a law that suncare ingredients have to be labeled with INCI names.

What is an INCI name?  This is an explanation from the council: The International Nomenclature of Cosmetic Ingredients, abbreviated INCI, is a system of names for waxes, oils, pigments, chemicals, and other ingredients of soaps, cosmetics, and the like, based on scientific names and other Latin and English words.

Personally, I don’t like the INCI names.  I don’t think they give the average consumer any better understanding of what is in a product; on the contrary, with scientific names and Latin derivations, I believe it causes confusion.

For example:

  • L-Ascorbic Acid  is the INCI name for Vitamin C
  • Butyrospermum Parkii Butter is the INCI name for Shea Butter
  • Persea Gratissima oil is the INCI name Avocado Oil
  • Caprylic/Capric Triglyceride is the INCI name for fractionated Coconut Oil

But we will comply, of course, and are now making the necessary changes to INCI names on our labels.

There has also been a great ongoing debate about what is “100% natural.”  The Food and Drug Administration hasn’t been able to define it.  Absolutely Natural has always purchased natural raw materials with the best grades available.  Our formulas are based from natural ingredients and produce better results than the typical chemical-based formulas.  We have eliminated harmful chemicals such as parabens, sulfates, phthalates as well as cheap fillers such as mineral oil and lanolin.  Our slogan is “Healthy Skin, Healthy Lifestyles” and we truly believe our products promote that.

However, without a concrete definition some are now questioning what really is natural in the industry.  For example, some ingredients such as Benzyl Alcohol can be found in many plants and fruits, but can also be synthetically made. Additionally, some raw, natural materials such as aloe may have a small amount of a natural preservative in it to extend its effectiveness and reduce spoilage, but the origin of that preservative is most likely not offered.

There are also ingredients like oils and extracts which can be extracted naturally or chemically, with extraction processes not always described. With many raw ingredients, the provenance is difficult, if not impossible, to trace.  If at any time, there was a method used in planting, harvesting, extracting or processing that may be questioned as truly natural, then that might cast aspersions as to whether the finished product is natural.  I know it sounds a bit ambiguous but that is the state of the industry right now.

Taking all this into consideration, one of the changes that will take place will start with labels.  We have made the decision to eliminate our “100% natural” claim on the labels. Our confidence remains 100% behind the safety and efficacy of our products. This is always our first priority.

You can also expect exciting new changes coming to Absolutely Natural products.  There are more and better choices with natural raw materials than there were 24 years ago.  We are constantly researching for better ingredients and upgrading our formulas to strive for the best products to provide to our customers. We are also continuing to work on finding more organic, renewable and sustainable ingredients out of our respect for the environment.

We are currently working with some new materials and products such as exotic butters and oils, clay masks and hair repair products.

The bottom line is that we have tens of thousands of extremely satisfied customers, some of whom that have been with us since 1992! And, just as they have trusted us for 24 years, we pledge to continue to make no compromises in our never ending search for superior products.


Best regards,