A short guide to reading a label
How to check
a claim in
ninety seconds.
Anyone can print the word natural. Almost nobody prints anything you can check. Four questions separate the two.
Rs. 1,300.00 · Coconut Milk
Start with the four questionsNothing is charged and nothing is committed by reading.
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01
Is there a number, or an adjective?
An adjective is written by the brand. A number is produced by somebody measuring something. A pack that says natural and gives no figure has nothing in it to be wrong, which is also why it can never be right.
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02
Is the certifier named, and can you find them?
A seal with no name behind it is decoration. A named certifier can be looked up, and what they actually assessed can be read. If a brand will not tell you who audited it, the audit is the thing being hidden.
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03
Did anyone but the brand license the origin?
Made in somewhere is a sentence a brand writes about itself. A country mark is issued by that country, entered on a register, and can be checked by a stranger. Those are not the same kind of statement.
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04
Is the full ingredient list published?
Not the flattering three. The list, in descending order, the way it is printed on the pack. A brand that publishes everything has decided in advance that it can defend everything.
The same four, on this range
Now check us.
01 · The number
Seven products. Seven different figures.
Biorius, in Belgium, audited each formula ingredient by ingredient. An invented figure is one figure, round, repeated across a range. These are not that.
| Product | Content | Origin |
|---|---|---|
| Cedarwood & Juniper Hand Wash 300ml | 87.029% | 98.080% |
| Coconut Milk Hand Wash 300ml | 86.622% | 97.875% |
| Peach & Honeysuckle Hand Wash 300ml | 86.453% | 96.774% |
| Sage & Lime Zest Hand Wash 300ml | 86.201% | 96.774% |
| Peach & Honeysuckle Body Wash 400ml | 86.968% | 98.050% |
| Cedarwood & Juniper Body Wash 400ml | 86.471% | 96.774% |
| Coconut Milk Body Wash 400ml | 86.314% | 96.774% |
02 · The certifier
Biorius, Belgium. Named, and findable.
What they assessed is natural content and natural origin. Both figures sit on every product page beside the product they belong to, never averaged and never borrowed from a sibling size.
03 · The origin
A mark nobody can award themselves.
FernMark licence 100709, issued by the New Zealand Government and listed on a public register. It is the one credential here a stranger can verify without asking us anything.
Check licence 100709 on the register
04 · The list, and where we fail
Four of seven publish. Three do not.
The panels printed on those three packs contain errors, and we will not retype an error onto a website to look complete. They are being corrected at the source.
A brand that only tells you the parts that flatter it has told you nothing you can use, which is the whole reason for the four questions.
Take the proof with you
The four answers, on one sheet.
The seven audited pairs, the certifier, and every ingredient list we can stand behind, so the four questions can be asked of any bottle. Sent by reply, and nothing else unless you ask.
Four questions, answered on every product page.
The four questions tell you whether a claim is real. They will not tell you which of the four scents is yours. Three more will.
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