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Digital Subscriptions > Psychologies > No. 159 > The Real Natural Beauty + Wellbeing Awards 2018

The Real Natural Beauty + Wellbeing Awards 2018

Psychologies Wellbeing Director-at-Large, Eminé Rushton, introduces the best natural products on the planet, as chosen by our panel of 21 industry insiders

real wellness

Natural. Naturally derived. Of natural origin. Organic. Non-toxic. Clean. Conscious. Eco.

Green. But what do these words really mean when it comes to the products in which we invest our hard-earned money, and trust? We hope to find products that repay our investment, offering a wholly transparent, pleasurable and efficacious experience, to boot. But the beauty world is notoriously woolly; there is nothing to stop the invention of terminology and, when it comes to items such as perfume, it is perfectly legal to sell them with limited ingredient information, protected as they are by intellectual property laws as ‘trade secrets’.

Also, anyone can call products ‘natural’ – it is an unregulated term – and means you could be buying something full of cheap, questionable and synthetic chemicals, but which has a dash of natural essential oil. Thankfully, the rising tide of interest in ethical living has led to more consumers questioning what is actually in their products. Change never begins at the top though – it takes a huge consumer movement to apply enough pressure to get big corporations to become accountable. This is happening right now, with consumer appetite for not just ‘real natural’ products growing exponentially (69 per cent of 35- to 44-year-old women say buying all-natural beauty products is important to them*) but also our awareness of whether or not these products are vegan, sustainably packaged, biodegradable, refillable or recyclable, and ethical throughout the production line, too.

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