We use that term a lot on our website, so it's a good question.

The words "all natural" are not subject, in North America at least, to any regulations or laws. This means that the value of this claim is based solely on the behaviour of the person or company making it.

What we mean when we say our products are all-natural, is that all the ingredients and formulations we employ in the making of the products we present to you, are as close to nature as we can safely make them.

So we could, for example, add an emulsifier to our Conditioning Spray which keeps the components mixed so you don't have to shake it before using.

Y, indeed. We don't do that sort of thing, because we want to give our best to the world in the products we sell. So, where we can use a greener, or more ecologically friendly ingredient, we will, even if it costs a bit more. And where we have an option to make something flashier or very slightly more convenient but move from this central idea, we won't.