How to Recognise Natural Beauty Products You Can Trust

As you know, at Diadem we are big fans of Clean Beauty brands and natural beauty products. But how do you recognise a truly natural product? What ingredients should you steer clear of when buying or creating natural cosmetics? We explain what to look out for!

Checking if ingredients are natural or not

Checking if ingredients are natural or not is easier said than done. Especially for those who want to buy natural beauty products, it can be quite the task to look up every single ingredient that has a long and complicated name to check if it is in fact natural or not. We've put together some ingredients to look out for.

Refined oils

These oils are heavily processed as opposed to clean and unrefined oils. They are stripped of 'impurities' and thus have less active compounds. They are mainly used because they are inexpensive. Look out for these ingredient names: mineral oil, petrolatum, paraffinum liquidium, cera microcrystallina, microcrystalline wax, ozokerit, ceresin and vaseline.


Commonly used as an emulsifier and used to smooth the skin's surface. Some types of silicones are not biodegradable and thus dangerous to have in rinse off products, as they will pollute our waterways. Look out for ingredient names that end in '-cone' and '-xane'.

PEG Derivatives

PEG stands for polyethylene glycol. It is a highly synthetic chemical compound. It's prepared with ethylene oxide, a highly toxic gas, which is dangerous for the people working with it and the surrounding environment. Creating these kinds of compounds also creates a lot of heat, which means that explosions are not unheard of in facilities that work in processing these compounds. Some of the most well known PEG derivatives are SLS and SLES. Look out for ingredient names including PEG and ending in '-eth'.


A family of synthetic compounds, which are commonly used as preservatives in beauty products and cosmetics. Parabens are known to bind to estrogen receptors on cells and thus mimic estrogen and cause disruption in the hormone function. This is directly linked to reproductive toxicity and even breast cancer. Look out for all ingredient names ending in '-paraben'.

Eco certifications: see the forest for the trees

There's quite an array of different Eco certifications available, ranging from standards in different countries and focusing on different aspects of being eco-friendly. The most prominent Eco certification at the moment is the COSMOS-standard, which consists out of 5 certifications from different countries combined: BDIH (Germany), Cosmebio and Ecocert (France), ICEA (Italy) and the Soil Assocation (UK). The COSMOS-standard covers in detail all aspects of the sourcing, manufacturing, marketing and control of cosmetic products.

Other Eco certifications choose to focus more on specific aspects, like the Fairtrade label, which focuses on sourcing from producers in developing countries. Another well known Eco certification is B Corp. B Corporations consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. You can find an extensive list of different Eco labels and certifications for cosmetics and beauty products by clicking here to check the Ecolabel Index.

Becoming a natural product brand or someone that sells natural products

If you're reading all this and are getting excited about shifting your business towards creating or selling natural products: amazing! Clean Beauty and the need for natural products is greater and more popular than ever. If you want to know how you can make the shift and grow exponentially with your business, you should take a look at our Scale Up Programme! In just 12 months, you'll learn all the skills you need to exponentially grow your very own Clean Beauty Business. We're investing £25K worth of training so that you can make your dreams of 6-8 figure profits come true!

Click here to learn more and apply to our exclusive Scale Up Programme!

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