It’s no secret that natural or “clean” beauty has blown up in recent years. Consumers care about non-toxic ingredients and are making a conscious effort to pay close attention to harmful chemicals commonly found in makeup products, like parabens, that could be wreaking havoc on their bodies. But let’s be really really real: What does “natural beauty” even mean anymore? Increased demand for clean, cruelty-free, and vegan ingredients has, sadly, caused brands to use suspicious marketing tactics, slapping “natural” and “organic” labels on their products without legitimate certifications, which is problematic.