When consumers read “all natural” they are lead to believe the product contains nothing synthetic. However, according to the Federal Trade Commission, five companies did just that in labeling their products as “100% natural” when it was anything but.
The FTC alleges ShiKai, Rocky Mountain Suncreen, EDEN BodyWorks, Beyond Coastal, and California Naturel Inc misrepresented their personal care products, which includes sunscreens, moisturizers, shampoos, conditioners, and shower gels, by describing them as “all natural” or “100% natural” when they contained one or more synthetic ingredients.
The agency says their “all natural” claims showed up in the names of the products like “All Natural Hand and Body Lotion,” sold under the trade name ShiKai by Trans-India Products, Inc and “Coconut Shea All Natural Styling Elixir,” sold under the trade name EDEN BodyWorks by ABS Consumer Products, LLC.
The claims also showed up in advertisements. Both Rocky Mountain Sunscreen and California Naturel, Inc advertised their sunscreens as “all natural,” while Beyond Coastal advertised its sunscreen as “100% natural.”
Four of the companies have agreed to proposed orders that would prohibit them from claiming that any product is 100% natural unless they have reliable evidence to back up the claim. The FTC’s Commission issued a complaint against California Naturel.