What does 100% NATURAL mean to us?


At Natural AF we believe in raw, harvested ingredients that are safe for everyday use. Given the average person uses at least a dozen cosmetic products every day, and our largest organ - the skin - absorbs over 60% of everything that gets put onto it, we don’t believe the cosmetic industry takes toxins and chemicals as seriously as they should be!


When we say 100% natural, we don’t mean “naturally derived”; we don’t mean that our suppliers use chemicals in the individual ingredients during processing and send them to us (but as a cosmetics creator we are allowed to just neglect to mention those secondary ingredients on our own label.)


You heard right, that is actually a very real thing - and we’re mad!


Don’t believe me, read this from the ACCC (www.accc.gov.au):

“You do not need to include incidental ingredients in the ingredients list. Incidental ingredients are those that have no technical or functional effect in the cosmetic product and are only present at insignificant levels. Processing aids are also considered as incidental ingredients and include substances:

• added during the production process and then removed before the product is packaged in its final form

• that have a technical or functional effect in the production process and are converted to a substance already listed as an ingredient without significantly increasing the concentration of that ingredient

• that have a technical or functional effect in the production process but are present in the finished product at an insignificant level and have no technical or functional effect in the cosmetic.

Any ingredient, regardless of concentration, that has a technical or functional effect in the cosmetic must be listed as an ingredient.”


Random chemical processing aids? Not even worth mentioning according to the Australian regulations currently. Just wow. As a business, when you’re 100% transparent in what you use, and expect others to do the same, it is a difficult thing to accept that these loopholes exist and it creates further steps for us to ensure the ingredients we use are 100% safe.


Chemical extraction processes to obtain our ingredients? No.

Harmful bioaccumulative “safe for 5% concentration” ingredients? Get it away from us.

Lab-made, “naturally-identical” replicas of ingredients. What even is that, really?

Why must we, as humans, fuck with everything?


If we can’t find a natural way to do it - we just won’t. Simple.


When we say 100% natural, we mean our products are straight up, no shit, NATURAL. Clean, pure formulations that we stand behind 100%.


Firstly, we explore the origins of our ingredients thoroughly, investigating the source of our supplies, obtaining only pure, un-fucked-with resources and written statements from our suppliers that confirm their extraction processes are gentle and chemical free in line with our 100% natural values (and strict requirements!)


Secondly, we don’t try to blend ingredients that don’t want to blend safely. There’s plenty of ways to get around the chemical shit. You, as a consumer, must understand that natural products may apply or behave differently compared to those formulations that have been pumped full of chemicals and preservatives. A small price to pay - learn the natural way!


Consumers being kept in the dark about the true dangers of their purchases is how the industry has thrived for this long in this condition - but people are waking up. People are asking questions. People are starting to realize the extent of the negligence in the cosmetics industry.


It’s commonly known that there are ingredients that are carcinogenic, but do you know which ones? I know the labels won’t tell you that, the label clings on to the 2% natural content in the formula and markets the hell out of that. And we have collectively allowed this to continue for too long, entrusting our health to companies who don’t deserve it, having a hard time believing what we hear happens behind closed lab doors.


Big brands don’t offer up their information in the interest of transparency - you have to look for it, decipher it and make your decision that way. An example of this ambiguity to call them out on - effectively hiding ingredients under multiple names or using letter/number codes. Certainly smells like they’ve got something to hide.


Some companies even tell you limited information about the ingredients they use in a facade to appear transparent, like they’ve put all their cards on the table - they probably haven’t.

At Natural AF we use only ingredients we know, trust, love and stand behind 100%. It’s not just us that has to trust them, you do too! For this reason we choose to use recognizable ingredients everywhere possible, in simple, effective formulas. Why complicate things?!


Companies need to take some responsibility, rather than hiding behind a business name and an insurance policy. Companies need to stop damaging our bodies and affecting our DNA profiles for the ability to put this or that in the skincare products they put in front of us.


When ingredients don’t blend safely, we don’t need to add harmful chemicals to force them into a container together, we must find an a