Label: Natural
Look at the list of ingredients in your favorite "natural" product. You might be surprised to find petrochemicals along with the honey, shea butter, and olive oil. With no definition set by the FDA or any other regulatory agency for what "natural" means in the world of cosmetics, take a buyer beware approach. "Consumers assume these products contain ingredients that don't pose health risks," Indursky says. "But some products out there are labeled 'natural' that aren't."

Fortunately, several legitimately natural product manufacturers have taken matters into their own hands. Companies such as Burt's Bees and Aubrey Organics have created a Personal Care Committee under the direction of the Natural Products Association (NPA). They're working to define a "natural standard" and creating guidelines for which ingredients do or don't qualify. The group intends to design a seal this spring to help consumers easily identify products that meet the criteria.

Bottom Line
Until we have a true standard in effect, don't assume "natural" means anything. The product's ingredients will tell the real story.