With the ever-growing popularity of natural products, a lot of marketing words are thrown around these days. It can be difficult to figure out what exactly each word means, especially when there is little regulation around most words. Here are the top 5 abused natural industry terms:
Botanical refers to plants, or substances derived directly from plants. This term doesn't apply to things like mineral clays or beeswax, but it's correct to refer to things like plant-based carrier oils, essential oils, and herbs as botanical. Always read the ingredient list on products. This will help you weed out products that are marketed as botanical, yet only contain a small percent of plant-based ingredients.
This word describes an approach to health care that addresses the whole body (think whole-istic) rather than individual symptoms. A holistic approach addresses imbalances within the body that physically manifest themselves but may not seem directly linked to the root cause. Topical skincare products are rarely holistic, as they are generally used to treat a symptom, not the body as a whole.
Homeopathy is a holistic field of natural medicine using energy-based remedies for maintaining health. Homeopathic remedies are made through a process of succussion and dilution, where the more diluted the remedy is, the higher its potency. Confusion arises when the terms holistic and homeopathic are incorrectly used interchangeably. While homeopathic medicines tend to be holistic, not all holistic remedies are homeopathic.
Vague at best, and misleading at worst, the term natural is thrown around by many big-name cosmetic and beauty companies (and even some small ones) in order to capitalize on the movement towards natural, green, and sustainable living. Not only is natural used to market products for the body, this term is commonly used to describe processed foods and other consumable items containing only a few actually natural ingredients. There are no regulations governing the use of the word natural, so it's important to always read ingredients lists.
Like holistic and homeopathic, the terms natural and organic are often incorrectly used interchangeably. Although the rules are not always followed, and you may find some food or beauty products mislabeled as organic, this is the one term that is regulated (by the USDA, for even for non-food items). Look for the certified organic seal to be sure that the product has been grown and processed following the strict guidelines set forth by the USDA.
Naturally grown is a newer term for items grown in an organic manner (no pesticides or other synthetic chemicals), but are not certified organic.
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I'm taking part in an Instagram Challenge called March Meet the Maker. Joanne Hawker started this challenge in 2016, but I only heard of it this year and jumped in late, just a couple days ago. Joanne set up each day with a different prompt, and makers share photos and stories related to that prompt. Today's prompt is "design process", and since this is my favorite part of my job, I wanted to share more than an Instagram post would allow.
Each type of product I make has a slightly different design process, depending on whether it's a lip balm and I'm creating new scents, or it's an aromatherapy blend where the ingredients are therapeutic, or it's a limited edition body product that is completely new. But they all start the same - an idea. Usually followed by the question, "how can I make this scent with just natural ingredients?"
Two years ago, I was browsing in a bookstore, and I picked up a book on their bestsellers table. I liked the way the book looked and felt in my hands, and I made a split second decision to buy it just before they closed, completely unaware that what I felt was what the book was about - an item sparking joy in myself. The book was Marie Kondo's The Life-Changing Magic of Tidying Up
Though the KonMari Method is about following your heart, not necessarily your instincts, I'm so glad I picked up that book!
I love stuff. I love to collect things, especially old things. I love the memories they hold, the connections they remind me of, and the history they contain. I am comforted by always having useful things around in case I need them. It's rare I ever leave my house without a bag (although I do try to challenge myself sometimes).
Over the last couple of months, I've been joining new groups and meeting a lot of new people, especially other women in business. When asked what I do for work, I usually end up stumbling over my words a bit, unable to decide between a few different ways to answer.
I make lip balm is a good, basic answer but not the whole story.
I'm a herbalist* and aromatherapist and I make products is a better description of what I do, but it feels like I'm selling my brand short.
I own a small natural skincare and aromatherapy company is my favorite straightforward answer, but it's often met with questions like these:
"Like day creams and night creams?"
"Do you make under eye serums?"
"Do you have something for these wrinkles, haha?"