What does 'natural' beauty really mean?

Preservatives
Cosmetics need preservatives to prolong their shelf life as well as an antibacterial agent to prevent germs from growing in them once they've been opened. Preservatives pose a particular problem for 'green' cosmetics, because the process used to obtain preservative-free can pose serious health hazards. However, there are ways of preserving cosmetics without using chemicals or boosting bacteria. One is to reduce the water content by using a water-in-oil formulation. The other is to use natural preservatives such as antioxidants, ascorbic acid and essential oils known for their antibacterial and antimicrobial properties such as tea tree, peach nut and lemon.

Emollients
Moisturisers use emollients to help improve and maintain the skin's moisture level. They work by forming a protective coating over the skin. Whereas synthetic emollients use petroleum derivatives, which wrap the skin in a film of oil, preventing the pores from breathing properly, natural products contain plant oils like almond oil, safflower oils, bees wax or avocado. These oils are much lighter and allow the skin to breathe.

Emulsifiers
Without emulsifiers, water-soluble and oil-soluble ingredients are unable to combine uniformly. Natural emulsifiers include glycerin, carageenan and lecithin. Some manufacturers avoid using emulsifiers altogether, the only difference is that their products merely need shaking before use.

Fragrances and fixatives
While fragrances are the substances that give products a pleasant smell, fixatives preserve these scents by preventing them from evaporating. Natural fragrances are made using plant or fruit extracts. These may still cause allergic reactions in sensitive people, so those who already have allergies to certain plants, should be sure to choose fruit fragrances or safe plant scents. The most natural products will use herbs or essential oils to preserve fragrances.

Humectants
Humectants are moisturizers that work by attracting and retaining water in the skin. Non-synthetic humectants incorporate water-soluble amino acids and proteins from natural plant sources. They are present in skin moisturizers and some hair care products. Synthetic humectants can suffocate the skin whereas botanical extracts rehydrate the skin while allowing it to breathe.

Phytocomplexes
These are combinations of natural substances including oils, sugars, proteins and vitamins. Phytochemicals are easily absorbed through the skin. They can enable a cosmetic to treat the body holistically through absorption. They are found in body lotions, moisturizers and hair products. Phytochemicals are commonly derived from fruits and vegetable sources.

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