— and Why It Matters

“Natural” should mean something you can trust — not just a nice label.

In the beauty world, natural is one of the most overused (and misunderstood) words. It shows up on everything from moisturisers to makeup wipes, but without regulation, it can mean… well, almost anything. One brand’s definition of “natural” might include plant extracts and essential oils. Another’s might include petrochemicals and a dash of aloe vera.

At Salt of the Earth, we knew from day one that wasn’t good enough. If we were going to call our products natural, we wanted that claim to be verifiable — not just a marketing buzzword.

That’s Where COSMOS Natural Comes In

COSMOS is one of the world’s most respected standards for natural and organic cosmetics. It was developed by a group of leading certification bodies (including Soil Association, BDIH, Ecocert, and others) to bring consistency, rigour, and transparency to an industry often clouded by greenwashing.