The cosmetics world is OBSESSED with measuring naturalness. In fact, it is so obsessed that it is bordering on being quite…….well, un-natural and definitely unhealthy and that is because of our desire to fit a simple solution to what turns out to be a complex situation.

It is easy to come up with a headline grabbing, feel good definition of the word natural when it comes to cosmetics – Naturally beautiful, a natural looking finish, naturally smooth,  natural coverage all seem to be completely acceptable when applied to a particular cosmetic product.  Naturally pure, natural SPF, naturally safe, made with natural plant extracts,  100% natural again sound reasonable and very desirable when applied to a brands philosophy BUT WHAT DOES IT ALL MEAN?

Well, that is where it all gets a bit weird, knotty and complicated.  You see, while we can all pretty much agree on what the word natural should ‘LOOK’ like when a product is applied to the face ie:  like you but better – so that people think you have no make-up on…….  However, when it comes to the chemistry part we all turn to jelly.

“Oh No”  you scream, “that is not true, we have rules, regulations, certifications and logic on our side”  you argue and I have to agree, at least I agree up to a point.

We are not used to thinking from first principles any more because we don’t often have to do it.  How many of us bake our own bread?  Wash our dishes with a cloth?  Dry our clothes on a line?  Grow and pick our own veggies?  Don’t think I’m sitting here all smug because I don’t do all of the above either………….

First principals thinking involves leaving nothing open […]