Natural brands rely HEAVILY on naturally derived ingredients — however these are not actually natural since they require a chemist, lab and a good amount of processing (and chemicals) to break apart and create.
Brands do this to make it seem like their brand is “natural” and uses natural ingredients. The reality is they are not. Naturally derived ingredients are isolated chemical compounds that mimic components of the whole natural ingredient. Stripped of most of their health benefits, they’re cheaper than the whole ingredient and are often used for superficial benefits.
Here’s an example — foaming agents.
Most “natural” toothpastes add in foaming agents based on the myth (created by the personal care industry) that you need soaps, detergents or surfactants to get your teeth clean.
Two common foaming agent ingredients as they appear on labels:
- Cocamidopropyl Betaine (From Coconut)
- Sodium Cocoyl Isethionate (From Coconut)
While these are marketed as “natural ingredients” both require chemical processing to make vs something like coconut oil which is pressed from a coconut. Now that is natural.
Furthermore the industry has trained us to assume that when we see the natural element e.g. (phrased as “from coconut”) after the ingredient that it is natural. It is not.
Synthetic “naturally derived” ingredients are cheap, support a deceptive form of marketing known as “greenwashing” and while they may mimic qualities of the natural ingredient, aren’t as beneficial as the whole, minimally processed ingredient. Furthermore, synthetic ingredients irritate our immune system because the body does not recognize them (and who wants that?).
On the other hand, truly natural, ingredients in their whole form are loaded with bioactive compounds that are great for our bodies. That's what we use.
And when we say 100% natural we mean it. Here are the ingredients for 3 of our products.
Mineral Toothpowder: Calcium Montmorillonite Bentonite Clay (food grade, non-irradiated), Kaolin Clay (food grade, non-irradiated), Baking Soda (food grade, aluminum free), Himalayan Salt, Fulvic Acid / Trace Mineral Concentrate, Essential Oils of Peppermint*, Cinnamon*, Clove*, Tea Tree*, and Anise*. (*Certified Organic)
Oil Pulling Mouthwash: Sesame Seed Oil* (virgin, unrefined), Black Cumin Seed Oil* (virgin, unrefined, cold-pressed), Essential Oils of Peppermint*, Ceylon Cinnamon*, Clove Bud*, Anise Seed*, Tea Tree*. (*Certified Organic 100%)
Skin Fuel: Fractionated Coconut Oil (hexane free)*, Golden Jojoba Oil (cold pressed, unrefined)*, Extra Virgin Olive Oil (cold processed and unrefined)*, Argan Oil*, Fulvic Mineral Complex, Rosemary Essential Oil (therapeutic grade)