Natural Skincare: What to Look for on the Label

Walk down any skincare aisle and you will see "natural", "clean" and "non-toxic" everywhere. The catch is that these words are marketing terms, not legal standards. The only reliable way to know what is in a product is to read the label. Here is what to look for.

1. Read the full ingredient list (INCI)

Ingredients are listed from the highest concentration to the lowest, down to around 1%. After that, they can appear in any order. So:

If a "botanical" hero ingredient appears at the very end, there is probably very little of it.
The first five ingredients make up most of the product. That is where you learn what you are really paying for.
Plant ingredients are listed by their Latin names, e.g. Butyrospermum Parkii (shea butter) or Calendula Officinalis.

2. Understand "fragrance"

"Fragrance" or "parfum" can cover a blend of many ingredients. If you have sensitive skin, look for fragrance-free products, or ones scented only with named essential oils. Keep in mind that essential oils are natural but can still irritate some people.

3. Preservatives are not the enemy

Any product that contains water needs a preservative to stop bacteria and mould. Water-free products – balms, salves, oils and butters – can often skip synthetic preservatives altogether, which is why many natural brands focus on them. What matters is that water-based products are properly preserved and used before their expiry date.

4. Check the small symbols

Period-after-opening (PAO) – an open jar icon with "6M" or "12M" tells you how long the product lasts once opened.
Certifications – organic, cruelty-free or vegan certifications are backed by third-party standards, which is more meaningful than a claim on the front of the pack.

5. Match products to your skin

Dry skin – look for butters and oils such as shea, cocoa and jojoba.
Oily or acne-prone skin – lighter textures; heavy butters may feel too rich.
Sensitive skin – short ingredient lists and no added fragrance.

6. Always patch test

Natural does not mean it will agree with your skin. Apply a small amount to the inside of your arm for a day or two before using a new product on your face.

Where to start

Earthley makes natural, herbal-based products including balms and skincare. If you want to try a simpler routine, look at the current Earthley coupons first.

This article is for general information. See a dermatologist for skin conditions or reactions.