With a largely populated planet, and an ever-changing dynamic situation of the globe, today’s consumers are making wiser and informed choices about their purchases. This not only includes, which foods to consume but also encompasses the kind of personal care, home care, and cosmetic products to use.

Opting for more natural or organic products, the people of today are signaling industries to carefully and consciously develop products that will be welcomed only if they satisfy their criteria of being more natural, organic, and less toxic or harmful to the environment. Speaking of cosmetics, the FDA and large cosmetic companies maintain that chemicals typically used in beauty products

(e.g. parabens, sodium lauryl sulfate, petrolatum, phthalates, synthetic polymers, synthetic fragrances) are safe in small quantities, however, no one really knows the long-term effects of their application. The European Union (EU) has banned over a thousand different personal product ingredients that have been linked to cancer, birth defects, genetic mutation and/or reproductive harm.