The natural beauty industry is rife with misleading marketing claims that have consumers spending their cash by the billions.

And by ‘misleading’, we don’t mean a claim that a product can reverse the signs of ageing when it can’t.

Or that a ten-step skincare routine is effective when it isn’t.

We’re referring to the statements on the side of your products that make you think what you’re putting on your skin is good for you.

As consumers, we’re encouraged to breathe a sigh of relief when we find out that nasty ingredients aren’t included in a product.

But in many cases, what these ‘no’ statements are actually doing is simply diverting our attention from the ingredients that have been added to the product instead.

And those cleverly crafted marketing messages are doing the exact job they’re intended for.

Whether misleading consumers is intentional or not is irrelevant.

In most cases, ‘no’ statements are greenwashing at its finest.

(Greenwashing: A term used to describe the so-called natural/organic sector of the market that uses marketing strategies to convince consumers their products are clean and pure when they’re not).

If your product claims to have taken out the following ingredients, we urge you to investigate what’s in your product instead.

Science states that it likely contains more synthetic ingredients which could be as bad or even worse for your skin than the ingredient you’re trying to avoid.


No synthetic fragrances

Synthetic fragrances usually contain compounds from essential oils or actual essential oils. If the product now has ‘no synthetic fragrances’, it’s likely they’ve replaced them with essential oils (otherwise the product wouldn’t smell nice) so the potential for skin sensitisation still exists.

All fragrances, even the natural ones, are highly sensitising on the skin and can lead to redness, itching and sore skin. The only way to avoid the irritation from fragrance is to avoid it altogether so look for ‘fragrance-free’ instead.


No animal derivatives

If a product contains collagen or vitamin B it is either synthetic OR from an animal source.

If you don’t want a product that comes from animals, then look for the vegan certified stamp. If you’re looking for a product that contains collagen, but you don’t want it to come from an animal source, you’ll be sadly disappointed.

This is an oxymoron and doesn’t exist in skincare.


No artificial colours

Most skincare products have never used colours in their products, so this is a pointless phrase.


No harsh detergents

Another name for detergents is surfactants. All foaming products will contain surfactants even if they claim to be natural, organic and pure.

It’s worth noting that if a product foams, it HAS to contain surfactants, and therefore harsh detergents.



Short for monoethanolamine, diethanolamine and triethanolamine, these ingredients are found in surfactants. We have never seen these harsh ingredients in their pure form in cosmetics so mentioning that they don’t exist in your product is pointless and gives consumers an image of purity in their product.


No triclosan

Triclosan is a synthetic anti-microbial agent used in antiseptic products. If your product is labelled ‘no triclosan’ we must wonder what on earth this is trying to cover up as triclosan would never be found in skincare products.

If triclosan is mentioned anywhere on a skincare label, pay extra attention to the ingredients that are in the product as this may cause concern.


No phthalates

It’s encouraging when we realise that phthalates aren’t used to create our skincare as they’re used in plastic packaging to make it flexible! In other words, phthalates would never be used in skincare products!


No sulphates

In their pure form, sulphates are never used in cosmetics. If a product states ‘no sulphates’, they may be referring to surfactants which have sulphates in their name. A reminder, a product that foams ALWAYS contains surfactants so be wary of this labelling claim.


No parabens

Parabens are preservatives that are now banned in Australia due to their carcinogenic potential. There is no need for this labelling claim ever, as parabens are illegal.

If your product states ‘no parabens’, what should be of greater concern is what the preservative has been replaced with. Common replacements include benzyl alcohol and phenyl ethyl alcohol which are known skin irritators.

Consumers are being confused and tied up in knots by marketing and labelling gimmicks. The best piece of advice we can give you is to look at what IS in your skincare rather than what’s not.

Biologi’s range of single plant ingredient serums contains single plant extract and a small amount of sodium benzoate preservative.

That’s it.

Why? Because that’s everything your skin needs to thrive.

Click here to shop Biologi today.



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