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Natural and Organic Brands Fall Short

Organic Monitor says most don't measure up to claims.

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By: TOM BRANNA

Editor

New research finds few natural and organic cosmetic brands are living up to their marketing claims. In the first study of its kind, Organic Monitor assessed more than 50 international brands of natural cosmetic products and ranked them in terms of their naturalness. The Brand Assessment study involved a chartered chemist examining the ingredient composition of cosmetic products and classifying formulations according to their “level of naturalness.” Certified organic cosmetics rec...

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