So-called "natural" product companies are flourishing like never before due to the growing interest of people in tuning with nature. The modern trend is now "nature". Trends bring sales, sales bring wealth. Wealth is the only reason these companies exist. Most if not all have no principles, no philosophy, no intrinsic values others than those related to greed.

The word "natural" pops up every where. Essential oils are replacing older types of fragrances. Fruits, legumes and herbs are adding to the ever growing arsenal of substances. The labeling is fresh, colorful, attractive and inspiring. The advertisements are very similar. It feels good to be attracted to these products. They inspire knowledge, efficacy and reliability.

However, how can we really tell if they are what they are supposed to be?

First outlook consist in reading the ingredients. Some companies only list "key" ingredients. This is very misleading. The term "key" ingredient is very controversial. Its meaning has numerous sides. It can emphasize the "key" natural ingredients of the natural substances. Isn't water the key ingredient in a moisturizer? No company will tell you that. But indeed, water is the key ingredient in a moisturizer. Don't read only the "good" ingredients. Look for the other ones, those not so good.