Why We’re Using the Word “Natural” Less (But Not Ditching It Entirely)

Why We’re Using the Word “Natural” Less These Days

“Natural” sounds great—but what does it actually mean?

In the skincare world, the term is used so broadly and inconsistently that it’s lost a lot of its meaning. And because it’s not regulated, one brand’s “natural” might be completely different from another’s.

At Scrub Me Good, we still use the word—but we use it less often, and more intentionally. We prefer to explain what’s in our products instead of relying on a word that means something different to everyone.

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What “Natural” Means to Us

When we do use the word “natural,” it’s our shorthand for one of the following:

• Ingredients that come directly from nature (like shea butter or coconut oil)

• Ingredients that are derived from natural sources but may be processed for safety, performance, or stability (like plant-based emulsifiers)

• Nature-identical ingredients—lab-created ingredients that are chemically identical to what’s found in nature

An example of a nature-identical ingredient is citric acid. Though naturally found in citrus fruits, it’s commonly created through fermentation or lab synthesis for skincare. It’s the same compound, just produced in a more sustainable and cost-effective way—with no compromise to quality or safety.

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Why We Never Say “Chemical-Free”

One word we never use is “chemical-free.”

Everything is made of chemicals—your skin, your food, the air you breathe. Claiming a product is “chemical-free” is misleading at best and fear-based marketing at worst.

At Scrub Me Good, we avoid harsh or irritating ingredients—but we don’t pretend our products are free from chemistry. In fact, we embrace it when it helps us create better, safer, and more stable formulas.

Here’s what we do avoid:

• Petroleum-based ingredients

• Sulfates

• Parabens

• Animal-derived ingredients (with the exception of beeswax in our lip balms)

All of our products—except for our lip balms—are 100% vegan and plant-based. We prioritize gentle, effective ingredients that support skin health without unnecessary extras.

Instead of fear-mongering, we focus on:

• Choosing ingredients that are safe and effective

• Keeping our formulas straightforward and easy to understand

• Making skincare designed for the body—not the face—so it’s gentle yet purposeful

You won’t find scare tactics here—just solid formulations made with care.

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Transparency Matters (So Do Ingredient Names)

To make things clearer for you, we’ve started including the scientific name of each ingredient on our product labels—and listing the common name in parentheses right next to it. This way, you always know exactly what you're putting on your skin.

Example: Butyrospermum Parkii (Shea Butter)
You shouldn’t need a chemistry degree to read a label. Our goal is to help you feel informed, not overwhelmed.

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What About Fragrance?

Fragrance can be one of the most confusing parts of any skincare product. Here’s how we keep it simple and transparent:

• Several of our products are scented with essential oils only

• Most contain fragrance oils that are 100% natural

• If a product contains a safe synthetic fragrance, it’s clearly listed on the product page. As of 7/15/25 there are currently no skincare products in our line that contain synthetic fragrance. 

We’re committed to transparency in every formula. Our skincare fragrance choices are always made with body use and skin compatibility in mind.

(Our candle fragrances are another story—those are developed differently, and we’re happy to explain that separately if you're curious.)

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Why We Still Say “Naturally Simple Skincare”

So, if we’re using the word “natural” less, why is it still part of our brand?

Because our tagline—Naturally Simple Skincare—still reflects our values.  However, as we update branding gradually, the tagline will be phased out and our focus will be Pure. Simple. Effective.

It’s about using ingredients that are simple, purposeful, and effective, whether they come from plants or from a lab that replicates what nature made. It’s about straightforward formulas that are easy to understand and made for the body, not the face. It’s about making good skincare that doesn’t try to do too much—just what your skin needs.

We’re not here to hype trends. We’re here to make skincare that works.

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Clarity Over Buzzwords

We haven’t given up the word “natural”—we’re just using it with more care. Our goal is to make honest skincare that performs, without relying on buzzwords or fear tactics.

We’ll always show you what’s inside, why it’s there, and what it does. If you ever have a question about an ingredient, just ask—we’ll give you a straight answer every time.