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In 2017, the global cosmetics industry was valued at $532.43 billion, and is projected to grow to $805.61 billion by 2023.1 In a sector with such substantial growth potential, companies are exploring ways to distinguish their products from their competitors and meet consumers’ needs. As the consumer trend to seek “natural” products continues to grow, primarily due to their unfounded assumption of safety, products with “natural” labels are virtually everywhere and cosmetic pro

The presumed safety of natural substances compared to synthetic (or artificial) food ingredients, has created a rush to “all natural” and “clean labels” that has become a tsunami over the last decade.  This clamor for naturals is to avoid the use of multi-syllabic chemical names on the label, but to also in a clever and indirect way assure consumers they are getting something safer than an artificial ingredient because it was presumably vetted by nature.  Or, possibly the equ