There is no regulatory definition of "Naturals" so we sought out to exceed the top standards in the world.
Since there is no regulatory definition of “natural,” we follow the only independent international standard for naturals in cosmetics—the International Organization for Standardization (ISO). According to the ISO/DIS 16128, “natural origin” refers to ingredients that are more than 50% from natural sources, such as plants or minerals.
Based on that definition, over 96% of the ingredients in our washes, lotions, shampoos and conditioners are of natural origin. (That’s average cumulative volume, including water.)
We know natural ingredients aren’t always safe for baby in their natural form. So before we add them to our products, we put them through a series of steps in order to:
Study References:90% of the ingredients are of natural origin “Over 90% of the ingredients in our products are naturally derived (or of natural origin).* (*Based on average cumulative volume of ingredients in washes, lotions and shampoos, using ISO/DIS 16128 (water included) Sometimes natural ingredients that work well for adults are simply too harsh for babies skin. At Johnson's, being natural is never more important than being safe”