When it comes to clean skin care and cosmetics, there are a variety of questions concerning ingredients. But more often than not, people only want to know one thing: “Do natural skin care products actually work?”

Natural products are on trend, so many personal care companies are updating formulas and repositioning some of their lines as “natural,” usually claiming that their products aren’t made up of any synthetic ingredients. But there’s still a pervasive myth that natural skin care is ineffective. This belief may have originated from two sources:

1. High tech brands hyping up their patented delivery systems and micro-technology for “effective skin care.”
2. Misguided consumers using what they think are natural brands and getting less than mediocre results.

First, you need to make sure what you’re using is really natural. You’ll need to move beyond the marketing aspects of the brand. The FDA doesn’t define or regulate the term “natural,” so a company’s marketing isn’t always accurate and is often times misleading. For example, many personal care manufacturers highlight their “active” or “key” botanical ingredients in ads and marketing materials. From photos of dewy berries to crisp red apples, these plant-based components are the dominant theme in imagery.

There’s also often wordsmithing used to highlight these ingredients in product copy and description, usually by preceding their names with verbs that indicate strength, potency, or nourishment, such as “powerful antioxidant-rich green tea” or “skin-softening shea butter.” Of course, inactive ingredients aren’t highlighted, so be sure to turn the bottle around and review the ingredient declaration for more important and exact information.

Plants used in skin care were once thriving living things; their life force essence is what makes them powerful. They’ve been used for their medicinal properties, along with the protection and beautification they offer in skin care and cosmetics. Other natural ingredients, such as organic milk powder, contain a host of other intrinsic beneficial properties, such as lactic acid for skin brightening.

Moor Spa^® is the perfect example of a very effective 100% natural brand. All of their products are naturally sourced and contain no artificial preservatives, colors, or fragrances, and they don’t use a wide range of potentially controversial cosmetic ingredients that cause sensitized skin. They’re also one of the first companies in North America to be certified by CertClean. Their Algamoor Mask is rich in minerals such as magnesium and calcium, along with wide ranges of algae. This adds to its silky-smooth texture and deeply hydrating properties. The Kelzyme Mask features fossilized sea kelp, along with 70% calcium and a wealth of trace minerals and enzymes, perfect for opening pores and exfoliating the skin.

At the end of the day, natural skin care doesn’t have to be inferior. Straight, unadulterated ingredients in natural formulations are able to work synergistically because inactive ingredients don’t restrain their potency or render them useless.

So, the next time you’re selecting a skin care line—no matter what the representative or marketing materials claim—you should look at the ingredients to determine if it’s comprised of a combination of some naturals with inactive synthetics.