The 13 most common cosmetics myths you need to stop believing

Natural cosmetics are not a passing trend; they are a growing movement. Over the past decade, their growth has been unstoppable, driven by increasing interest in wellbeing, the search for products made with natural and organic ingredients, and a preference for local products. In fact, 57% of Spanish consumers already choose local brands or companies as their first purchasing option[1]. However, alongside this popularity, myths, fake news and misinformation have also proliferated, spreading rapidly through social media. Ambiguous terms and unclear marketing strategies have created confusion around what is truly natural, organic or sustainable. In this article, we debunk the most common myths in the world of natural cosmetics to help you make informed choices.

1-. “All ‘vegan’ cosmetics are natural cosmetics” – FALSE
The label “vegan” does not mean that a cosmetic product is natural. While the term “vegan” indicates that a product does not contain ingredients of animal origin, it does not guarantee that it is made with natural or organic ingredients. This is because there is currently no clear, official definition of what “natural” or “vegan” means in cosmetics. As a result, products marketed as “vegan” may still contain synthetic or petroleum-derived substances, which contradicts the idea that they are entirely natural.

2-. “If a product says ‘natural’, I can be sure it is natural” – FALSE
Due to the lack of regulation surrounding the terms “natural” or “organic” in cosmetics, brands may use them ambiguously to attract consumers. As a result, a “natural” label does not guarantee that the product is made entirely or 100% from natural ingredients. In reality, many cosmetics labelled as “natural” may contain only a few ingredients of natural origin, while the rest of the formula consists of synthetic components.

In addition, some brands use marketing tactics such as vague claims like “inspired by nature” or green packaging with fruit imagery, even when the formula does not genuinely contain natural ingredients. These practices contribute to greenwashing and increase consumer confusion.

To avoid being misled, it is advisable to look for reliable third-party certifications, such as NATRUE certification, which ensure that products meet strict standards and have been independently verified.

3-. “I need to exfoliate my skin every” – FALSE
While exfoliation is important for removing dead skin cells and promoting cell renewal, over-exfoliating can irritate the skin and damage its protective barrier. Exfoliating once or twice a week is generally recommended to achieve the best results without unnecessary irritation.

4-. “Natural cosmetics are safer than conventional ones” – FALSE
Both natural and conventional cosmetic products must comply with strict safety standards before they can be placed on the market. Safety is a priority for both brands and consumers, and all cosmetics are subject to rigorous safety assessments, as required by cosmetics legislation (Regulation (EC) No 1223/2009). This regulation ensures that all cosmetic products and their ingredients—whether natural or conventional—are safe for human health and can demonstrate this safety. In short, all legally available cosmetics are safe to use.

5-. “Preservatives are unnecessary” – FALSE
Certain cosmetics, especially those with a higher water content or greater exposure to air, are more prone to microbial contamination. Preservatives are essential to maintain the stability of cosmetic products, as they help prevent the growth of microorganisms, ensuring that the formula remains effective, consistent and safe throughout its shelf life.

6-. “If a shampoo creates a lot of foam, it cleans better” – FALSE
Foam in a shampoo is the result of certain foaming ingredients (usually surfactants) added to the formula to create bubbles, so the amount of foam is not necessarily related to its cleansing ability. Some products that produce less foam can be just as effective. Ultimately, the choice of product depends on the sensory experience the consumer is looking for when washing their hair.

7-. “A serum can be used as a moisturiser” – FALSE
Serums are formulated to target specific skin concerns and contain a high concentration of active ingredients. While they are very effective, they should not replace a moisturiser. In fact, serums tend to enhance the effects of a moisturiser, while the moisturiser complements the serum by helping to lock in hydration and boost the absorption and efficacy of the active ingredients.

8-. “Sunscreen is only for summer” – FALSE
Sunscreen can be used every day, as UV rays can penetrate clouds and damage the skin even on rainy, cold or overcast days. Daily use of sunscreen is crucial to prevent premature ageing and protect the skin from sun-induced damage. 

9-. “Natural cosmetics are only for people with skin conditions” – FALSE
Natural cosmetics are not limited to people with sensitive or problematic skin. In fact, all skin types can benefit from natural and organic products, which are formulated to provide effective care while prioritising ingredients with higher environmental compatibility and biodegradability.

10-. “The more expensive the cream, the better its effects” – FALSE
This is not necessarily the case, as the price of a product does not always reflect its quality or effectiveness. What truly matters is the formulation and the ingredients used. You don’t need to spend large amounts of money to get effective products; the key is to know which ingredients are right for your skin type.

11-. “The more products I use, the better” – FALSE
Quality is more important than quantity. Using too many cosmetics, or choosing the wrong products, can disrupt the skin’s balance and end up being counterproductive. It is essential to understand your specific needs and tailor your routine accordingly, rather than relying on a large number of products.

12-. “If I don’t wear make-up, I don’t need to cleanse my face” – FALSE
Pollution, sweat and excess sebum build up throughout the day and can clog pores, even if you don’t wear make-up. Cleansing your face every day is crucial to keep your skin free from impurities and prevent breakouts or irritation. In the NATRUE database, you can find a wide range of cleansing products in different formats (foam, gel, solid bars…). There is certainly a natural option to meet your needs!

13-. “Lips don’t get sunburnt” – FALSE
They do. Lips are one of the most vulnerable areas to sun exposure due to the lack of protective pigment. Applying sunscreen to the lips is essential to prevent sunburn and other damage caused by UV exposure.

This article was written by Paula Gómez de Tejada, NATRUE”s Global Communications and Public Relations Manager. It was originally published in El Botiquín Natural (available here in Spanish)

References:

[1] Mintel. The Holistic Consumer, March 2024