Not All “Natural” Is Equal: Why Our 93–99% Actually Means Something

Not All ‘Natural’ Is Equal—Here’s the Truth .“Natural” is everywhere. It's on supermarket shelves, shouted from product labels, and thrown into marketing campaigns like it's the new ‘eco’. But the reality is: in the world of home and laundry care, “natural” doesn’t always mean clean.

At The Lab Co., we strive for perfection over profit – we create formulations that meet our strict standards and regulatory rules. Our formulations are 93% - 99.5% naturally derived - where we’ve reformulated products and remixed fragrances multiple times over. We believe in transparency and would rather not make anything, than “greenwash” our customers. But what’s more important is how we define “natural”—and how we go above and beyond the vague industry standards. Let’s talk about what most brands won’t. 

One Drop of Lavender ≠ A Natural Product
Here’s a dirty little secret of the homecare and beauty industries: you only need one drop of a natural ingredient—like an essential oil—to label a product as “natural”. That’s right. A single drop of lavender oil in a bottle full of synthetic fillers, harsh preservatives, and unpronounceable chemicals can still be sold under the 'natural' umbrella.

It’s legal. It’s common. And it’s misleading.
At The Lab Co., we think that’s greenwashing. That’s why we hold ourselves to a higher standard. Our formulas are meticulously crafted with the highest possible percentage of naturally derived ingredients—without sneaking in the kind of synthetics that we wouldn’t want in our own homes. 

The IFRA Standards: A Starting Point, Not a Benchmark
We often hear brands say they “follow IFRA guidelines” as a way to assure customers that their products are safe and responsibly formulated. And to be clear, IFRA (The International Fragrance Association) plays an important role in regulating the safety of fragrance ingredients. But here’s the truth: IFRA standards are the bare minimum.
They’re designed to permit the use of ingredients within certain safe levels—not to encourage brands to use better ingredients.

So yes, we comply with IFRA. But to ensure your total safety, we go far beyond.
That means cutting out unnecessary synthetics, ditching potentially harmful toxins like parabens, phthalates, sulfates, and 1,4-dioxane, and choosing naturally derived alternatives that are better for you, your home, and the planet. 

Why Our % Matters
When we say our products are 93–99.5% natural, we’re being specific for a reason.
The remaining 0.5–7% is made up of safe, functional ingredients that are either:

• Preservatives that prevent bacteria or mould (because a “fully natural” product that goes off in a week isn’t good for you either) . We use Geogard® ECT, a globally approved, naturally derived preservative that’s effective, biodegradable, and trusted as a safe alternative to harsh, outdated stabilisers.
• Stabilisers to ensure the formula holds together over time and through varying temperatures.
  
• Safe + sustainable synthetic fragrances that reduce strain on natural resources like plants, animals, and the earth itself.

But here’s the difference: we scrutinise every single one of those ingredients. If it’s not necessary, it doesn’t go in. If there’s a cleaner alternative, we’ll find it. And if we ever compromise, it’s in favour of your safety and the product’s integrity—not convenience or cost.

We Choose Quality Over Speed or Profit
We take years to perfect each formulation and fragrance, continuously improving even post-launch. It’s tough on our team of dermatologists, scientists and master perfumers - sometimes they hate us, so you can love us. There are faster, cheaper ways to make products but unless they meet our strict standards and regulatory rules, we won’t use them. We’d rather make nothing than make something average. We do formulation at it's finest.

You Deserve to Know What’s In Your Products
One of our core beliefs is radical transparency. It shouldn’t be difficult to understand what is in the products you are using on your clothes, in your air, and around your family. That’s why we clearly list our ingredients, explain our choices, and tell you the natural percentage of every product we make.

We know that many of our customers are making more conscious choices. Whether it’s for health reasons, sustainability, or just wanting to avoid unnecessary nasties, you have the right to buy with confidence—not confusion. 

So, Is “Natural” a Lie?
No. But it’s become dangerously vague. “Natural” should mean more than one drop of rose oil in a bottle of synthetics. It should mean intentional formulation, honest labelling, and a commitment to making better choices—even when they’re harder, slower, or more expensive.

That’s what we stand for at The Lab Co. So the next time you see a brand  claim “natural” on a bottle, ask: how natural is it, really? And what does that brand actually stand for? Because “natural” doesn’t mean anything—unless it means something to the people behind the label.   Real products. Radical transparency. And naturally different.