:NAT­U­RAL

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There ex­ists clear ev­i­dence of a shift in peo­ple’s buy­ing be­hav­iour to­wards brands that have a pos­i­tive im­pact on the world.

The term ‘nat­u­ral’ isn’t reg­u­lated at all in New Zealand, mean­ing the word can be ap­plied to any beauty prod­uct re­gard­less of how few nat­u­ral in­gre­di­ents it con­tains, a prac­tice known as ‘green­wash­ing’.

“Green­wash­ing is some­times used by com­pa­nies to give the im­pres­sion that their prod­ucts are all nat­u­ral,” says Antipodes’ Samp­son. “Words such as nat­u­ral, pure, and na­ture-iden­ti­cal feature on pack­ag­ing to trick the cus­tomer into be­liev­ing the prod­ucts are nat­u­ral.”

So, how do you tell the dif­fer­ence be­tween gen­uinely nat­u­ral prod­ucts and clev­erly mar­keted frauds? The an­swer is to read the fine print in the form of the in­gre­di­ents list. In­gre­di­ents are listed from high­est per­cent­age to low­est, so aim to pick a prod­uct where syn­thetic in­gre­di­ents are mainly at the bot­tom of the list, if in­cluded at all.

Be aware, how­ever, that nat­u­ral in­gre­di­ents may be listed un­der their sci­en­tific names, mak­ing them harder to iden­tify with­out turn­ing to your smart­phone. “It can ac­tu­ally be quite dif­fi­cult to iden­tify in­gre­di­ents in beauty prod­ucts – of­ten, ones that sound com­plex are in fact en­tirely nat­u­ral,” says Eithne Cur­ran, who founded an epony­mous range of nat­u­ral hair­care prod­ucts. “For ex­am­ple, the Bu­ty­ros­per­mum parkii in my Black Col­lec­tion con­di­tioner and treat­ment is just pure shea but­ter, de­spite sound­ing quite scary.”

The best guide to pick­ing a gen­uinely nat­u­ral prod­uct, is to look for the Biogro or NATRUE cer­ti­fi­ca­tion lo­gos. “When you see the Biogro or NATRUE logo, you know you’re buy­ing an au­then­ti­cally nat­u­ral prod­uct, which means no an­i­mal test­ing, no syn­thetic fra­grances and colours, no ge­net­i­cally mod­i­fied in­gre­di­ents, petroleum-de­rived prod­ucts, sil­i­cone oils and de­riv­a­tives, or ir­ra­di­a­tion of end prod­ucts and botan­i­cal in­gre­di­ents,” says Tril­ogy’s Wil­son.

Tril­ogy Pure Body Plant $30. Oil,

Dilo Oil, $65. Oa­sis Beau­tyfruit

Weleda Nat­u­ral Per­fume Rose 50ml, $40.

Pure Fiji

Nude by Na­ture BB 5-in-1 Mir­a­cle Cream, $25.

Eithne Cur­ran Sham­poo, $46.

Dr. Hauschka Lemon Lemon­grass Vi­tal­is­ing Body Milk, $55.

Antipodes Av­o­cado Pear Nour­ish­ing Night Cream, $63.

Olive Oat­meal Soap Bar, $10.

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