But I really, really don’t like fake “all natural” claims.
I got a PR pitch for an “all natural” nail lacquer. Which excited me. I’m always excited to learn about new natural products especially when it comes to a relatively tough product like nail polish.
So, I read the email PR pitch and noted that it said “all natural” nail lacquer. I then checked the attached one pager on the product, and it also said “all natural.” Finally, I checked the website, and it says the nail lacquers offer “amazing wear and incredible colors – WITHOUT any of the nasty chemicals. They’re even safe for kids!” A review by Beauty Snob repeats the “all natural” claim, and enthuses that the polish is worth the price because of the ingredients.
So, of course I look for the ingredients – and they are right on the website for A Beautiful Life Natural Nail Lacquer:
butyl acetate, ethyl acetate, nitrocellulose, acetyl tributyl citrate, glycols copolymer, isopropyl alcohol, stearalkonium hectorite, adipic acid/fumatic acid/phthalic acid/tricyclodecane dimethanol copolymer, citric acid and colors, which may contain: D&C Red #6 Barium Lake, D&C Red #7 Calcium Lake, etc.
For each of the ingredients, an oh-so-helpful description is provided, which makes it sound like each one of the ingredients is naturally sourced without actually saying that it is. Take butyl acetate. It says “an organic compound common [sic] used as a solvent. Colorless, soluble found in many types of fruit.” Well, it is true that butyl acetate is found in many types of fruit – apples get their flavoring in part from butyl acetate. But it does not mean that this ingredient comes from fruit – butyl acetate is not derived from fruit for industrial production. Butyl acetate is manufactured by a chemical reaction (esterification) of a butanol isomer and acetic acid in the presence of sulfuric acid as a catalyst. I’ve asked the PR person which isomer of butyl acetate is used, or, more importantly, which isomer of butanol is used to derive the butyle acetate. Which isomer is used will tell us how it was derived – grain or petroleum – but I haven’t heard back. I’ll guess a plant based source to give the company the benefit of the doubt in this case because the PR person now will not return my emails.
In any event, reading the description of the ingredients, I was struck by the fact that it sounded familiar. I had heard the claims before. Verbatim. I realized that the description matches EXACTLY with Priti’s description of its ingredients for its Priti Non Toxic Polishes. With the same typo on the description of butyl acetate. So I’m not sure what is going on, but Priti doesn’t describe its polishes as all natural. Instead, Priti describes its nail polishes as free of the toxic 3 commonly found in nail polishes – formaldehyde, toluene and dibutyl phthalate (DBP). Which is fabulous but not quite the same as all natural.
And these products are that too – free of the so-called toxic 3 when it comes to nail polish. But the claim of “all natural” is a much more significant claim.
And, it appears that the ingredients aren’t all natural.
Take isopropyl alcohol. Which I use around the home to sanitize. But isopropyl alcohol comes from combining water and propene, and propene is derived from non renewable sources, petroleum or perhaps coal.
Stearalkonium hectorite is synthesized from stearalkonium chloride, a quarternary ammonium compound. Quaternary ammonium compounds are synthetic derivatives of ammonium chloride.
The various colors can be from petroleum sources. Many are. Again, I have asked for information about the colors being used but the PR person won’t answer my emails. Her last email to me was:
Our nail lacquers appeal to the natural and green market. We are not using the 3 main highly toxic ingredients that most all nail polish use and that is our focus.
The thing is, the nail polish appears to be a better alternative than any conventional nail polish containing one or all of the toxic 3 ingredients. But the apparently untrue claim of all natural ruins the product for me. The focus may be on eliminating the toxic 3, but then advertise the product that way – don’t make a false all natural claim.