Because what the average consumer thinks of being 'Natural' or 'Organic'...
And what the Personal Care industry calls 'Natural' or 'Organic' is considerably different!
According to Webster's new world dictionary, the word "natural" means, "produced or existing in nature; not artificial." By that definition, anything derived from plants, animals or elements found on planet Earth could earn the "All Natural" label (including harmful substances). So both safe and harmful ingredients fall under the term 'natural.
In the cosmetic and personal care industry today, there's NO "official" definition of the phrase "Natural." It means whatever the companies want it to mean. Therefore, a product labeled "Natural" can contain many undesirables and yet still keep it's 'Natural' definition.
"If you look at the organs of the body, like your heart and your liver, and your kidney and your spleen, you will find that the biggest organ of your body is your skin. This is why it is so important to pay attention to what we put on our skin."
- Dr. Doris Rapp, M.D.
The term 'Natural' is not strictly regulated the government label laws in the cosmetics industry, and consequently great liberties are taken by many companies when offering personal care and skin care products.
If a product contains one or a few natural ingredients, but then is also filled with synthetic or toxic chemicals compounds... the product is still often called 'Organic', 'Natural' or 'All-Natural', etc. Sadly, there are companies which go so far as to simply add the name 'Organics' to their product name or product collection to imply an organic product fulfillment -- even though what they are projecting, and what is actually truth, are frankly far apart.
Additionally, if a product's ingredients are truly entirely organic or natural, but then undergoes a chemical processing which alters the ingredients to being that of now an unnatural state, it can still labelled as 'Natural' or 'Organic'. Because it's generally the sourcing that is stated... not always the end-product result!
However there is a guarantee of purity and natural composition that can be offered to consumers. Verifiable government Organic Certifications are strictly regulated and controlled. Therefore a product which is pure and safe enough to achieve USDA Organic Certification, Organic Food Chain (OFC), or other internationally-recognized governmental certified organic seals are the consumer's guaranteed and verifiable method for validation.
Non-government certifications, or companies which self-seal their products as a method of promotion simply are usually NOT equivalent to international standards.
"A study by the National Institute of Occupational Safety and Health said that there are 884 toxic chemicals in personal care products."
- Dr. Doris Rapp, M.D.
The consumer population should take notice...