We know that many of you are looking for truly natural products. At Noun Naturals, we’re just as committed to transparency as we are to quality. But how do we define "natural" in a way that’s meaningful, reliable, and fair? The term "natural" has been discussed for years, and even the FDA has struggled to pin down a federal definition. So, who decides what’s truly natural?

Enter ISO – the International Organization for Standardization. ISO is an independent body that sets standards across industries to ensure quality, safety, and reliability. For cosmetics and personal care, they created something called ISO 16128, a guideline that gives brands like ours a consistent way to measure and communicate the natural content of our products.

ISO 16128 gives every ingredient a “natural origin index” based on two main factors:

1. Where it’s from: Ingredients that are plant-derived or mineral-based retain a high natural index.
2. How it’s processed: Minimal processing keeps an ingredient closer to nature, while heavily modified ingredients lose their "natural" score.

To put it simply, ingredients that are closer to their natural state get a higher score, while those that have been chemically altered receive a lower score.

Using ISO 16128, brands can now share the "natural origin" percentage of their formulas in a way that’s clear and trustworthy. For instance, you might see “93.7% natural origin content” on a product label, which means it was calculated according to ISO standards. This gives you confidence that you’re choosing a product with carefully sourced, minimally processed ingredients – and that it’s backed by an internationally recognized standard.

We believe in full transparency with our ingredient sourcing and processing. By following ISO 16128, we can assure you that when we say a product is "natural," we’re giving you an accurate, industry-standard measure of just how natural it is. This standard helps us provide clear information, empowering you to make choices that align with your values.

At Noun Naturals, natural isn't just a label – it’s a promise. Thank you for choosing us on your journey to cleaner, more natural products.