You are standing in front of the counter and you can't decide which product is really natural. There are so many green bottles and labels saying 'all natural', 'organic' or 'herbal' that you are just so confused and puzzled.
Unfortunately lots of beauty products are falsely labeled as "natural" or "organic". Just because they contain few natural ingredients, they say the product is natural (eg. Aveeno who claims that they are "the leader of active naturals"), when it's not. It's called "greenwashing".
Companies are not required by law to disclose all their ingredients on product labels. This means they can put anything in a product what they want. And they even can call it natural when it's not! According to Dr. Sarah Lantz "Manufacturers may also apply for ‘confidentiality’ or ‘trade secrets’ exemption in relation to the formulation of the product. If successful, the manufacturer only has to list the patented name of the formula and not its specific ingredients. The exemption process effectively denies consumers the right to access information about the ingredients in the product."