There is a reason that there are more and more "natural" products stocking up on the shelves of all types of stores. Here's the problem, there are too many ways to claim that you are "natural" without actually being natural. "Natural" is commercially a very vague term, and there aren't really any strict rules on the books about what you can claim to be natural.
That's why you may notice a lot of big brands launch "natural" lines of products that are either not natural or that use cheap filler ingredients or blanket terms such as fragrances.
Let's talk about the term "fragrance." There is a reason that we want customers to be aware about ingredients and as to why we actively prompt them to read our label. Everyone of our ingredients has a purpose and they are stated clearly and honestly. Going through a bunch of "natural" labeled products it is extremely common to find the word "fragrance" on the ingredient list. According to the FDA "In most cases, each ingredient must be listed individually. But under U.S. regulations, fragrance and flavor ingredients can be listed simply as 'Fragrance' or 'Flavor'." Companies that are looking to save money will use synthetic fragrances in place of, for example, pure essential oils in order to get cost down, but they are still legally allowed to claim to be natural.
This phenomena is quite frustrating to people who are savvy on the natural products market. Large companies gravitate towards the terminology used by actual natural brands just because, studies show, that customers are way more likely to grab a product if there are keywords on it.
At Destiny Boutique, sustainable, natural, and high-quality ingredients are all that we are about, and they are what got us started as a company in the first place. Founder and CEO, Tuula Hukkanen, found out that some of these synthetic materials that are used in modern day commercial body care actually did more harm than good to people battling eczema, like herself. That's why everyone of our ingredients is ranked as being level 1 ingredients, on a scale of 1-7 according to EWG's skin deep database.
Customers are moving towards organic and natural products in the market, and here at Destiny Boutique we make sure that we provide customers with natural body care options that don't break the bank.