The truth is, there is no such thing as chemical-free. All Cosmetics and Personal Care Products contain chemicals that are necessary to deliver beneficial effects, enhance the sensorial experience, keep the product stable, and more.
We think it is better to be more specific about claims (i.e. fragrance-free, phthalate-free) The choice of words used in marketing cosmetics might demonize certain ingredients.
Chemicals exist and are acknowledged for use by FDA for a reason. The misuse of claims can foster a harmful bias against some cosmetic ingredients.
Furthermore, if an ingredient is scientifically proved to pose a hazard, it is the responsibility of the formulator to keep the ingredients at regulated concentrations to protect the well-being of the consumers. And we have local organizations that work with FDA as well as international cosmetic organizations to disseminate cosmetic updates and other valuable information.
“Chemical-free” does not equate to being safe or natural, just like “chemical” does not equate to being toxic nor dangerous. Even water, technically, is a chemical compound.
We are hopeful to see that small and big brands can educate consumers without creating irrational fear and spreading misleading information.