What Makes a Skincare Brand Truly "Natural"?

In a world full of greenwashing and confusing labels, the word “natural” gets thrown around a lot. But what does it really mean—and how can you tell if a skincare brand walks the talk?

At Alternativ, we believe natural means more than just a trendy buzzword. It’s a commitment to clean, earth-conscious, and skin-safe ingredients. Here's what truly sets a natural brand apart:

1. Ingredient Integrity

Natural brands avoid harsh synthetics like parabens, phthalates, and sulfates. Instead, they rely on plant-based ingredients—like calendula, shea butter, and essential oils—that are recognizable, gentle, and effective.

2. Transparency

You should never have to guess what’s in your products. A truly natural brand is transparent about its formulations—no hidden “fragrance blends” or mystery chemicals.

3. Sustainable Sourcing & Packaging

Caring for your skin shouldn’t cost the earth. Natural brands often use eco-conscious packaging (like glass, compostable wraps, or recyclable containers) and choose suppliers with sustainable practices.

4. No Animal Testing

Natural skincare respects all life. Ethical brands don’t test on animals and often use cruelty-free certifications to back it up.

5. Small-Batch Quality

Big factories often mean shortcuts. Natural brands tend to produce in small batches to maintain quality, freshness, and integrity—just like we do at Alternativ.

Bottom line: “Natural” isn’t just about what's in the jar—it’s about values, transparency, and responsibility. And at Alternativ, that’s our daily commitment.