At NovAurora we take a much broader stance than simply to say ‘Natural.” All of our ingredients are plant-based (botanicals) — no animal, mineral or petroleum ingredients or by-products. [Mineral-based make-up is the newest thing, but there are some concerns whether these nano-particles may have some of the same effects as asbestos, ending up in the lung tissue. The same with nano-sized titanium dioxide and zinc oxide. There is more testing needed before they are proven safe.]
We also believe skin and body care should support the body’s natural, healthy functions. Since the skin is a membrane that allows us to eliminate toxins while respiring water, we believe we should put nothing on the skin that occludes that exit. Thus, heavy oils and waxes that soften the skin by holding the water in are actually inhibiting the skin’s healthy function. So we leave out “natural” ingredients that form an occlusive layer over the skin, like coconut oils or beeswax (also an animal-derived ingredient). There are long lists of these ingredients: just Google “Occlusivity.”
Of course we also want to avoid “natural” ingredients that are comedogenic, or pore-clogging, as they cause blackheads and other skin challenges.
It’s important to avoid all of the endocrine-disrupters, most of which are also not botanical: parabens, phthalates, mineral oil, glycols and sulfates. (Some propylene glycol, e.g., is actually plant-based, so it’s important to look beyond the common names to see the chemical, or INCI, names on ingredient lists.)
Finally, it’s important to look for skin care that actually nourishes the skin and helps it to look and feel good. Otherwise, why use it?
We invite you to read more about this in the articles listed on our website: http://www.skincarebyNovAurora.com
We’ve done extensive research into the question of “Natural,” and are very proud of the standards we’ve set.
What does Natural really mean?
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