There is no regulatory definition of "Naturals" so we sought out to exceed the top standards in the world.
Since there is no regulatory definition of “natural,” we follow the only independent international standard for naturals in cosmetics—the International Organization for Standardization (ISO). According to the ISO/DIS 16128, “natural origin” refers to ingredients that are more than 50% from natural sources, such as plants or minerals.
Based on that definition, over 96% of the ingredients in our washes, lotions, shampoos and conditioners are of natural origin. (That’s average cumulative volume, including water.)
We know natural ingredients aren’t always safe for baby in their natural form. So before we add them to our products, we put them through a series of steps in order to: