Natural Origin, Organic & Sulfate Free: How to Read Product Claims
Haircare and skincare packaging may prominently display claims such as 95%, 97% or 99% natural origin. What does the percentage actually describe, and how does it relate to the complete formula, certification and product performance?
Natural, Natural Origin, Organic, Certified Organic, Sulfate Free, Vegan, Cruelty Free and Biodegradable provide different types of useful product information. Each claim describes a different part of the product.
For readability, this article uses the term cosmetic products to cover common haircare and skincare products, including shampoos, conditioners, hair masks, cleansers and moisturizers. The exact legal classification can vary according to the product’s intended use, claims and the market in which it is sold.³,¹¹
Key Topics
Topics 1 to 5 | Topics 6 to 9 |
1. What Does 95% or 99% Natural Origin Mean?
ISO 16128 provides a technical framework for natural and organic cosmetic ingredients. Part 1 defines ingredient categories, while Part 2 provides approaches for calculating natural, natural origin, organic and organic origin indexes and product content.¹,²
ISO 16128 helps explain how natural and organic ingredient content is classified and calculated. The resulting percentage is most useful when read as one part of the product information, together with the complete formula, certification and intended performance.
Consider the following hypothetical water-based formula:
Formula Proportion | Ingredient Category | Explanation |
70% | Water | Included under this hypothetical calculation method |
25% | Natural or natural-origin ingredients | Fully included under the stated method |
5% | Other formula ingredients | Not included in this hypothetical natural-origin percentage |
Under a calculation approach that counts the 70% formulation water and the 25% natural or natural-origin ingredients in full, this hypothetical formula could reach 95% natural origin.
This example explains one possible calculation approach only. It is not based on any particular brand formula and does not represent every standard, certification system or brand method.
Some brands publish the calculation method or additional criteria behind the percentage.⁵ Where only the final figure is provided, the percentage can still be useful product information, but it should be understood as a brand-provided claim rather than a complete explanation of the formula or raw material specifications.
When reading a natural-origin percentage, consider:
What does the percentage measure, and which method was used?
Does it apply to the complete formula, and are water, salt or minerals included?
Does it describe Natural, Natural Origin, Organic or Organic Origin content?
A high natural-origin percentage can provide useful information about ingredient origin. However, the figure does not necessarily show the concentration of botanical extracts or the organic certification status of the finished product, so the calculation basis and other product information should be read together.
A formula with a high natural-origin percentage may also include fragrance, preservatives, cleansing ingredients, colorants, chelating ingredients and stabilizers. These functional ingredients can support the product’s scent, preservation, cleansing performance, stability, appearance and intended use.
The presence of a functional ingredient is not automatically a disadvantage. Its purpose, concentration and use within the complete formula provide more useful context.
European Union cosmetic claim criteria require claims to remain objective and prohibit the denigration of ingredients that are legally used. A product should therefore communicate its own qualities without presenting another legally used ingredient as inherently inferior or problematic.⁴
The presence of fragrance, preservatives or another functional ingredient does not by itself determine whether a product will suit every user. Concentration, product type, expected exposure, whether the product is rinsed off or left on, and the complete formula all contribute to the finished product experience.³
Ingredients used at lower percentages can still perform important functions relating to scent, preservation, texture, cleansing, stability and overall product experience.
2. Do the Same Percentages Mean the Same Raw Material Specifications?
No. Two products can display the same natural-origin percentage without using identical ingredients, raw material specifications or formulation approaches.
The percentage describes a calculated proportion. It does not mean that every raw material has the same source, concentration, purity, certification, processing method or quality controls.
An ingredient name and the actual raw material selected for manufacturing are also related, but they do not provide exactly the same information.
An ingredient list identifies the substances used in the formula. The raw materials purchased for manufacturing may have their own supplier, concentration, purity, processing method, impurity controls, quality specifications and supporting documents.
The same INCI name does not always mean identical raw material specifications. Source, concentration, purity, processing, quality controls, certification and traceability may differ between suppliers and formulas.
Raw Material Factor | Possible Differences |
Source & processing | Agricultural, geographic, extraction or manufacturing source |
Concentration & purity | Active content and permitted impurity limits |
Quality controls | Microbiological and technical specifications |
Documentation & traceability | Supplier records, testing and supply chain information |
Batch consistency & certification | Batch controls and verified certification status |
European cosmetic safety documentation considers information including the complete quantitative and qualitative composition, chemical identity, intended function, purity, impurities, microbiological quality, packaging, expected use and product exposure. This is considerably more detailed than the public ingredient list.³
The public INCI list normally does not show every supplier specification, purity limit, test document or batch record. These decisions form part of the complete formula, manufacturing and product development process.
More stringent specifications, additional purification, certification, testing and traceability may increase sourcing costs. Product prices may also reflect formula development, manufacturing, packaging, quality control, logistics, distribution and brand support.
Raw material specifications are therefore best understood as one part of the complete product rather than judged through a single percentage, ingredient name or price point.
3. Natural, Natural-Origin Content, Organic Ingredients, Organic-Origin Content & Certified Organic
These terms provide different information. Their precise meanings depend on the standard or certification system being used.
Term | What It Mainly Describes | What Else to Check |
Natural Ingredient | An ingredient classified as natural under a stated framework | Source, permitted processing and function |
Natural-Origin Content | Product content calculated under a stated method using ingredient characterization and relevant indexes | Calculation method and additional brand criteria |
Organic Ingredient | An agricultural ingredient produced under an applicable organic system | Whether the finished product is certified |
Organic-Origin Content | Product content calculated using organic and organic-origin indexes | Calculation method and certification scope |
Certified Organic Product | A finished product certified under a named standard | The scheme, percentage rules and certification scope |
Natural-origin content is calculated using ingredient characterization and the relevant indexes under the stated framework. Ingredients may undergo physical or chemical processing permitted by that framework and still contribute to the product’s natural-origin content.¹,²
An organic ingredient and a certified organic finished product also describe different levels of information. A formula may contain one or more certified organic agricultural ingredients, while finished-product certification requires the complete product to meet the rules of a named system.
Cosmetic products, whether they use natural, organic or other permitted ingredients, remain subject to applicable finished-product safety requirements. Ingredient origin is one part of the product information, while the complete formula, intended use and expected exposure are considered when assessing the finished product.³,⁷
4. COSMOS, USDA & Other Certification Systems
Certification provides an additional level of independently assessed information. Different systems may use different definitions, calculation methods and certification scopes.
COSMOS distinguishes finished-product certification from raw material certification or approval.
Finished Products | Raw Materials |
COSMOS ORGANIC | COSMOS CERTIFIED |
COSMOS NATURAL | COSMOS APPROVED |
COSMOS ORGANIC and COSMOS NATURAL apply to finished products. COSMOS CERTIFIED applies to raw materials with organic content, while COSMOS APPROVED applies to non-organic raw materials approved for use in products certified to the COSMOS standard.⁶
A certified or approved raw material can support the development of a certified formula, but the finished product must meet its own certification requirements before displaying a finished-product certification mark.
In the United States, the FDA does not define Organic under cosmetic law. Products containing qualifying agricultural ingredients may obtain certification under the USDA National Organic Program when the applicable requirements are met.⁷,⁸
USDA Label Category | Organic Content | Main Labeling Rule |
100 Percent Organic | 100%, excluding water and salt | May use the USDA Organic seal |
Organic | At least 95%, excluding water and salt | May use the USDA Organic seal |
Made with Organic ___ | At least 70%, excluding water and salt | May name up to three organic ingredients or ingredient categories and may not use the USDA Organic seal |
Products containing less than 70% organic content may identify specific certified organic ingredients in the ingredient list, subject to the applicable labeling rules. The finished product cannot be presented as Organic on the principal display panel.⁸
COSMOS and USDA use different categories and calculation structures. Their percentages are most useful when read according to the system under which they were issued.
These are not the only systems used internationally. ISO 16128 provides an international technical framework but is not a consumer certification label. COSMOS and NATRUE are voluntary international systems involving third-party assessment, while individual markets may also apply local regulations, certification systems or industry guidance.¹,²,⁶,⁹
There is no single natural or organic certification system used for every haircare and skincare product worldwide. A clearly named standard helps consumers understand which criteria have been applied.
5. Do Technical Ingredient Names Mean Synthetic Ingredients?
Not necessarily.
Cosmetic ingredient lists use standardized names so ingredients can be identified consistently. In the European Union, common ingredient names are listed in a glossary maintained by the European Commission, taking internationally recognized nomenclatures such as INCI into account.¹⁰
Botanical, natural-origin and synthetic ingredients may all have long or technical names. Technical naming is used for consistent ingredient identification and does not by itself indicate whether an ingredient is natural-origin or synthetic.
A technical name also does not show every detail about the raw material’s source, processing, concentration, purity or quality specification.
Familiar botanical names can make ingredients easier to recognize, but the ingredient’s function, specification and role within the complete formula remain equally important.
A product is better understood through the complete formula and intended purpose than through whether individual ingredient names appear familiar or unfamiliar.
6. What Does Sulfate Free Really Mean?
Sulfate Free indicates that the formula excludes the sulfate cleansing ingredients covered by the claim. It does not mean that the product contains no cleansing ingredients.
A shampoo or cleanser still requires a cleansing system to remove oil, dirt and product residue. Sulfate-free formulas use other surfactants to provide cleansing performance appropriate to the product’s intended use.
What the Claim Tells You | What Else to Consider |
The specified sulfate cleansing ingredients are excluded | The complete cleansing system and product purpose |
Another surfactant system is used | Individual hair, scalp or skin needs |
The cleansing experience may be different | Product format and intended use |
Sulfate Free can be a useful preference when choosing a product. Its practical value is clearest
when considered together with hair type, scalp or skin condition, cleansing needs, product format and intended use.
The actual cleansing result and experience depend on the complete formula, including the surfactant system, concentration, pH, conditioning ingredients, fragrance, preservatives and product purpose.
7. Vegan, Cruelty Free & Biodegradable Claims
These claims provide information about different product considerations.
Claim | Main Scope | What Else to Check |
Vegan | Animal-derived ingredients and the requirements of a stated standard | The certification system and full criteria |
Cruelty Free | Animal testing policies and the scope of the claim | A named certification or clearly stated brand policy |
Biodegradable | Breakdown of a specified substance or material under stated conditions | Whether it applies to an ingredient, formula or packaging |
A Vegan claim generally concerns animal-derived ingredients, but a named certification may cover additional requirements. The Vegan Society’s Vegan Trademark standards also include criteria relating to product development, manufacturing, animal testing and minimizing cross-contamination.¹²
Vegan and Cruelty Free describe different areas. The scope of Cruelty Free claims can also vary between markets and certification systems. In the United States, these terms do not have a single
legal definition under cosmetic labeling law. A named certification or clearly stated brand policy provides more context about what the claim covers.¹³
Biodegradable information may apply to an individual ingredient, a stated proportion of the formula, the complete formula or the packaging.
To interpret the claim correctly, check what was assessed, together with the stated method and conditions. This allows ingredient, formula and packaging information to be understood within the correct scope.⁴
8. How to Read Product Performance Percentages
A statement such as “30% less breakage” or “20% more shine” provides more useful information when the test scope and conditions are stated clearly.
Check | Questions to Ask |
Product scope | Was one product or a complete routine tested? |
Method | Was it an instrumental test, hair tress test or user evaluation? |
Comparison | Was there a baseline or comparison product? |
Sample & result | How many samples were included, and is the figure an average or maximum? |
Use conditions | What amount, frequency and test duration were used? |
Different test methods provide different forms of evidence. Instrumental measurements, hair tress testing and user evaluations can all be useful when their methods and conditions are stated accurately.
When a result is measured using a shampoo, conditioner and leave-in treatment together, it should remain described as a complete routine result rather than being attributed to one item.
European Union cosmetic claim criteria require performance statements to remain within the available supporting evidence. When a result depends on use with other products, that condition should be stated clearly.⁴
The result should remain clearly linked to the tested product or routine, method and conditions so the information can be understood accurately.
9. A Practical Three Point Check
Before comparing product claims, ask:
What does the claim describe?
Check whether it refers to ingredient origin, organic content, selected ingredients, the complete formula, packaging or a product routine.
Is a standard or certification clearly named?
Check whether the qualification applies to a raw material or the finished product.
Are the important conditions explained?
For percentages and performance results, look for the calculation basis, product scope and test conditions.
A front label does not need to display every technical document. However, enough context should be available for consumers to understand what a prominent claim covers.
Conclusion
Natural-origin percentages, organic certification, sulfate-free formulas, Vegan, Cruelty Free and Biodegradable claims can all help consumers identify products that match their needs and priorities. Each claim provides information about a different part of the product.
Natural-origin percentages explain ingredient origin. Organic certification applies the requirements of a named system. Sulfate Free identifies excluded cleansing ingredients, while Vegan, Cruelty Free and Biodegradable relate to different formulation, testing policy or environmental considerations.
Different systems are not always directly comparable, so percentages and labels are most useful when read together with their calculation basis, certification scope and complete product information.
One claim does not need to tell the whole product story. It needs to be accurate and clear about the part it describes.
Understanding product claims is not about automatically turning individual ingredients or formulation choices into advantages or disadvantages. It is about knowing what the information covers, how it was assessed and whether the complete product matches your needs.
Every effort has been made to present the information accurately using the references available at the time of publication. If you notice an error or omission, please contact EHD so the article can be corrected where necessary.
Sources
International Organization for Standardization. ISO 16128-1:2016, Guidelines on Technical Definitions and Criteria for Natural and Organic Cosmetic Ingredients and Products, Part 1: Definitions for Ingredients.
International Organization for Standardization. ISO 16128-2:2017, Cosmetics, Guidelines on Technical Definitions and Criteria for Natural and Organic Cosmetic Ingredients, Part 2: Criteria for Ingredients and Products.
European Union. Regulation (EC) No 1223/2009 on Cosmetic Products.
European Commission. Commission Regulation (EU) No 655/2013 Laying Down Common Criteria for the Justification of Claims Used in Relation to Cosmetic Products.
Davines International. A Single Shampoo, “What Do We Mean When We Talk About Naturality?”
COSMOS-standard AISBL. COSMOS Certification for Finished Products and Raw Materials.
US Food and Drug Administration. “Organic” Cosmetics.
US Department of Agriculture Agricultural Marketing Service. Labeling Organic Products.
NATRUE. NATRUE Criteria and Finished Product Certification.
European Commission. CosIng, Glossary of Ingredients.
US Food and Drug Administration. Is It a Cosmetic, a Drug, or Both? (Or Is It Soap?)
The Vegan Society. Vegan Trademark Standards.
US Food and Drug Administration. “Cruelty Free”/“Not Tested on Animals”.
More Guides from EHD
This article provides an overview of common product claims. EHD will continue to publish more detailed guides covering natural-origin percentages, organic certification, INCI and raw material specifications, sulfate-free formulas, Vegan and Cruelty Free claims, biodegradability and product test results.
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