How Do We Calculate the 96%?
There is no official regulatory definition of “natural”. So when defining our standard of natural, we follow the International Organization for Standardization (ISO)’s guidelines and definitions. According to them, “natural origin” refers to ingredients that are more than 50% from natural sources (i.e. plants or minerals).
Based on this definition, over 96% of our ingredients in our washes, lotions, shampoos and conditioners are of natural origin.
Why Not 100%?
Natural ingredients aren’t always safe for your baby or child in their purest, most natural form. So before we add them to our products, we put them through a series of steps in order to:
Improve Touch & Feel
Enhance Performance & Safety
Reduce Malodor or Discoloration
While there may be natural alternatives to the above, each comes with a trade-off. For example, some plant-based ingredients like essential oils often introduce higher levels of allergens.