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.
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.