The term 'natural' in cosmetic labelling remains largely undefined by regulatory bodies across Europe, leading to significant ambiguity. This absence of a universal legal standard permits a broad interpretation, allowing brands to apply the label freely, often without strict adherence to ingredient origin or processing methods.
Consider a product marketed as 'natural' due to the inclusion of a single plant extract, even if the majority of its formulation comprises synthetic compounds. This approach — while not illegal — can mislead consumers seeking genuinely plant-led solutions for their hair.
Many common ingredients, such as glycerine, can be derived from plants but also from petroleum. Without detailed transparency, a consumer cannot discern the source, relying solely on a vague 'natural' claim that lacks specific meaning. The INCI list provides ingredient names, yet it does not always detail their provenance or the extent of their refinement.
A plant-derived ingredient might undergo extensive chemical processing, losing much of its inherent vitality. For example, some 'natural' oils are high-heat processed, degrading beneficial compounds like specific fatty acids or antioxidants, reducing their efficacy in haircare.
Most products bearing a 'natural' label typically feature only a small percentage of plant-based ingredients, often alongside numerous synthetic stabilisers or emulsifiers. Evera’s approach, conversely, centres on formulations where plant extracts and oils — rich in active compounds like polysaccharides — constitute the primary functional components.
Our focus is on meticulous ingredient sourcing and gentle processing methods, such as cold-pressed extraction, to preserve the inherent integrity of each botanical. This ensures that the active molecules, such as those responsible for maintaining hair’s pH balance, remain potent and effective.
The true value lies not merely in an ingredient’s origin but in its purity, concentration and the careful method of its preparation. A truly efficacious plant extract retains its complex profile of phytonutrients, delivering tangible benefits rather than merely a marketing claim.
Understanding what constitutes a genuinely plant-led product requires looking beyond broad terms. It demands scrutiny of formulation philosophy and a commitment to botanical science.
