What does Natural Skincare mean?

Natural skincare is one of the most popular and most confusing phrases in personal care. Many people may think of raw ingredients like when they think of natural food ingredients. In skincare raw ingredients can carry risks like allergens or microbial growth, and as a result most natural ingredients go through processing.

We believe that natural skincare deserves a clear definition, that we stick to with our products. At Sustain Grooming, we define natural skincare as using plant-based cleansers and familiar ingredients. Our powder to gel body wash uses plant-based cleansers and natural ingredients like aloe vera powder, oat flour, coconut milk powder, and corn starch to create a clean, effective formula.

“Natural skincare” sounds simple — clean ingredients, closer to nature. But in reality, it’s one of the most misunderstood terms in the personal care world. The word “natural” appears on everything from drugstore body washes to high-end serums, yet there’s no universal standard behind it. 

For most consumers, “natural” evokes safety, purity, and sustainability, but without a clear definition, it’s a label that can mean almost anything a brand wants it to.

It's because of this ambiguity that it's important for brands like us at Sustain Grooming to clearly define it. A definition of natural skincare that our customers can understand and trust to find in our products. 

Here’s the surprising truth: neither Health Canada nor the FDA legally defines the word “natural” for skincare. That means a product could theoretically contain 95% synthetics, yet still be marketed as “natural.” This is extremely misleading for shoppers who are trying to be conscious of what they put on their skin. This also opens up the gates to companies trying to greenwash their products.

For consumers, “natural skincare” has become shorthand for transparency and trust, but the lack of regulation means it’s up to brands to set their own standards. Sustain does that by clearly stating what goes into every formula and what doesn’t. For us, natural skincare isn’t a slogan. It’s a standard based on plant-derived, safe, and effective ingredients.

It’s easy to assume “natural skincare” means the same thing as “natural food,” but the two worlds play by very different rules. In food, “natural” often means unprocessed — no preservatives, no additives, minimal handling. But skincare needs ingredients that can safely interact with your skin, resist bacteria, and stay stable over time.

Picture what would happen if you left a natural banana sitting in your shower for a month. That’s why even natural skincare products often contain gentle preservatives or emulsifiers — to keep them safe and effective.

The goal isn’t to make skincare edible, but to make it responsibly natural: plant-based ingredients, balanced with science, and designed to nourish your skin.

In skincare, natural doesn’t always mean raw. Raw ingredients can cause allergies and attract microbial growth, causing health risks. As such, natural skincare products often can't be made with raw ingredients.

Many natural ingredients go through some processes — things like drying, fermenting, or mixing with stabilizers to make them safe and effective. From this, there's then the question of how much processing can be applied to an ingredient without losing it's 'natural-ness.' This is why the regulators haven't clearly defined natural skincare. When we developed our formula, our goal was to use plant-based ingredients without introducing too much processing or synthetic additives. 

At Sustain Grooming, when we say natural skincare, we’re talking about plant-based cleansers and ingredients you can recognize — aloe vera, oat flour, coconut milk powder, and corn starch. These plant-based ingredients cleanse, soothe, and moisturize without relying on synthetic dyes, parabens, or phthalates. Each one comes from nature but is refined just enough to perform beautifully on your skin.

At Sustain, our definition of natural skincare is simple: plant-based cleansers and plant-based ingredients that you can recognize. 

Our Canadian Made Body Wash uses naturally derived cleansers (from coconut and palm) and is blended with recognizable ingredients like aloe vera powder, oat flour, coconut milk powder, and corn starch.

We skip parabens, phthalates, dyes, and unnecessary additives. Instead, we create formulations that are nourishing, effective, and sustainable — both for you and the planet. To us, natural means transparency: you should recognize what’s on the label and feel confident about what’s on your skin.

Natural skincare is a bit more murky than the name suggests. As people become more interested in clean ingredients and natural skincare, it's important to be clear and transparent about what that means. For us at Sustain Grooming, a commitment to natural skincare means a commitment to transparency around our ingredients so that our customers can trust the quality of our products.

From plant-based cleansers to nourishing ingredients, every choice supports performance, safety, and sustainability. For us being “natural” isn’t just about quality  — it’s about intention, clarity, and impact.

1. What does “natural skincare” actually mean?
Natural skincare refers to products made primarily from plant-based or naturally derived ingredients rather than synthetic chemicals. At Sustain, natural means using recognizable ingredients like aloe vera, oat flour, and coconut milk powder that are safe, effective, and environmentally responsible.

2. Are natural skincare products better for your skin?
Not always. “Natural” doesn’t automatically mean gentler or safer, it depends on the formulation. Sustain’s body wash balances natural, plant-based ingredients with science-backed stability to ensure performance and skin compatibility.

3. What ingredients make a body wash natural?
Sustain Grooming's body wash uses plant-based cleansers and familiar ingredients like aloe vera powder, oat flour, coconut milk powder, and corn starch. Each ingredient is chosen for performance and sustainability — no parabens, dyes, or unnecessary additives.

4. Why is there confusion around the word “natural” in skincare?
There’s no legal definition of “natural” for cosmetics, which means brands interpret it differently. Sustain defines it transparently as skincare made from plant-based ingredients you can recognize and trust.

5. How can I tell if a skincare product is truly natural?
Check the ingredient list. Look for recognizable plant-based components, avoid unnecessary synthetics, and choose brands that clearly explain their formulations. Sustain makes this easy by listing every ingredient and explaining its purpose.