What is 100% plant-based?

Posted on 05 February 2017

The natural beauty industry is giving retailers something to smile about, reporting a 24% compound annual sales growth rate over the past four years—significantly outpacing the 2.7% growth for the total beauty category. But the term “natural” is overused and confusing. Some great companies use it and others that use synthetics lead with "99% natural."

This is why we have shifted to a new claim that distinguishes us from the crowd. We are introducing “100% plant-based" skin care. When we say that, we mean we use the oil extracted from the peppermint plant or we used the peppermint itself in our product. We will never use a derivative of that peppermint that was created in a laboratory - - that’s not natural to us! Trust me…it’s not easy to make truly 100% plant and bio-based products like we do. We are constantly adjusting for seasonal changes in the consistency of the ingredients. Each time we receive a batch of tuberose wax, wheat germ oil, organic rose hip seed oil, it looks slightly different. "Why?" you may ask. Because truly natural ingredients vary depending on the season, pollination, soil, temperature, water, altitude. Slight variations in color, smell, and consistency let you know you are getting 100% plant-based ingredients – that are perfected by nature for you. 

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