Within the clean beauty landscape, it’s important to understand one key truth: not all natural makeup is created equal.
While we’re splitting hairs, we might as well tell you that not all natural makeup is even that natural. In fact, cosmetic companies can slap “natural” claims on their packaging with little repercussions. This is done not necessarily because they are, but because they know that these generalities will convince buyers to purchase them.
This is what’s known as greenwashing, and believe it or not, it’s legal. While we encourage you to learn how to become a natural-savvy shopper, the quick guide we’re covering today can tell you what to avoid right off the bat.
These are ingredients that often slip by unnoticed, and while you should check all potential products for them, they can even be found in so-called “natural” products….
Read the full article originally published at www.100percentpure.com.