15 Aug '11, 12am

Many natural & organic cosmetic brands falling short of marketing claims

New research finds few natural & organic cosmetic brands are living up to their marketing claims. In the first study of its kind, Organic Monitor (www.organicmonitor.com ) assessed over 50 international brands of natural cosmetic products and ranked them in terms of their naturalness. The Brand Assessment study involved a chartered chemist examining the ingredient composition of cosmetic products and classifying formulations according to their ‘level of naturalness’. Certified organic cosmetics received the highest rating (9-10), pure natural cosmetics got 5-7 ratings, naturally inspired cosmetics got 2 rating, whilst conventional cosmetics got 1 rating. A major finding is that the formulations of most natural brands are not meeting their marketing claims. Many companies claiming to have ‘chemically-clean’ cosmetics actually are falling foul of having contentious synthetic...

Full article: http://www.eco-business.com/press-releases/many-natural-o...

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