ISO
When you pick up a skincare product labeled “natural,” what does that really mean?
On our Live Clean product labeling, you will now find the percent “Natural Origin” content declared. This percentage is calculated utilizing an International Organization for Standardization (ISO) method and standard. It’s a guideline that helps brands—and consumers— better understand their cosmetic products. Rather than relying on vague marketing claims, ISO16128 utilizes a structured way to measure the “natural origin” of ingredients.
At its core, ISO16128 divides ingredients into three categories: natural, derived natural, and synthetic. A natural ingredient is something that comes straight from plants, minerals, or microorganisms, processed only by physical or biological means—think cold-pressed oils or distilled water. Derived natural ingredients start from nature but undergo some chemical transformation, like coco-glucoside, which begins as coconut oil but is modified for better performance. Synthetic ingredients, on the other hand, are fully lab-made, such as certain preservatives.
To make this practical, ISO 16128 introduces the Natural Origin Index (NOI)—a number between 0 and 1 that represents how “natural” an ingredient is. A fully natural ingredient scores 1.0, a synthetic ingredient scores 0, and anything in between reflects partial natural origin. This index allows you to calculate the overall natural content of a product in a transparent, mathematical way.
Here’s how it works in theory: Imagine a facial wash with 50 grams of jojoba oil (NOI = 1.0), 25 grams of coco-glucoside (NOI = 0.8), 23 grams of water (NOI = 1.0), and 2 grams of synthetic preservative (NOI = 0).
Multiply each ingredient’s weight by its NOI, add them up, and divide by the total weight. In this example, the result is 93%. That means 93% of the product comes from natural origin—an honest number you can trust.
For consumers, this matters because it cuts through the noise. ISO16128 doesn’t just say “natural”; it shows you how natural in a measurable way. It empowers you to make informed choices, whether you’re looking for products that align with your values or simply want transparency in what you apply to your skin.
In short, ISO16128 brings science and honesty to beauty. It transforms “natural” from a marketing buzzword into a clear, calculated percentage. For anyone who cares about what’s in their cosmetics, that’s a step toward real transparency
When you pick up a skincare product labeled “natural,” what does that really mean?
On our Live Clean product labeling, you will now find the percent “Natural Origin” content declared. This percentage is calculated utilizing an International Organization for Standardization (ISO) method and standard. It’s a guideline that helps brands—and consumers— better understand their cosmetic products. Rather than relying on vague marketing claims, ISO16128 utilizes a structured way to measure the “natural origin” of ingredients.
At its core, ISO16128 divides ingredients into three categories: natural, derived natural, and synthetic. A natural ingredient is something that comes straight from plants, minerals, or microorganisms, processed only by physical or biological means—think cold-pressed oils or distilled water. Derived natural ingredients start from nature but undergo some chemical transformation, like coco-glucoside, which begins as coconut oil but is modified for better performance. Synthetic ingredients, on the other hand, are fully lab-made, such as certain preservatives.
To make this practical, ISO 16128 introduces the Natural Origin Index (NOI)—a number between 0 and 1 that represents how “natural” an ingredient is. A fully natural ingredient scores 1.0, a synthetic ingredient scores 0, and anything in between reflects partial natural origin. This index allows you to calculate the overall natural content of a product in a transparent, mathematical way.
Here’s how it works in theory: Imagine a facial wash with 50 grams of jojoba oil (NOI = 1.0), 25 grams of coco-glucoside (NOI = 0.8), 23 grams of water (NOI = 1.0), and 2 grams of synthetic preservative (NOI = 0).
Multiply each ingredient’s weight by its NOI, add them up, and divide by the total weight. In this example, the result is 93%. That means 93% of the product comes from natural origin—an honest number you can trust.
For consumers, this matters because it cuts through the noise. ISO16128 doesn’t just say “natural”; it shows you how natural in a measurable way. It empowers you to make informed choices, whether you’re looking for products that align with your values or simply want transparency in what you apply to your skin.
In short, ISO16128 brings science and honesty to beauty. It transforms “natural” from a marketing buzzword into a clear, calculated percentage. For anyone who cares about what’s in their cosmetics, that’s a step toward real transparency