How to tell if your herbal hair colour really IS natural or not

It’s Pure shine a light on the realities of whether your hair colour really is natural or not. Read on to find out exactly what to look out for.

The trend towards natural beauty products

Over the past few years, many people have switched their beauty regimes to natural. This includes everything from lipstick to moisturiser, and especially hair dye. Thousands of monthly searches for terms like ‘natural hair dye’ are fuelled by concerns over allergies, hair and scalp health, as well as the environment.

It’s great that so many people are seeking healthier and more eco-friendly hair colour. However, it can be difficult to understand what is truly “natural” and what is simply “greenwashing”.

The reality of store-bought hair dyes

75% of UK home hair colour purchases are made in major stores and supermarkets. But how many brands sold by major British stores are all natural?

The answer is none.

All the hair dye brands on the store shelves contain some artificial chemicals and most of them contain paraphenylenediamine (PPD), a known irritant and allergen.

It’s Pure hair dye ran a survey with a nationally representative panel and found that up to 31% of people who had purchased hair dye from major British stores thought their product was natural. Sadly, even most British health food stores do not sell truly natural hair dye. The only place to buy truly natural hair dye in Britain is online.

It’s Pure hair colours are sold online at Natural Collection.

Certification: The key to truly natural products

The only way to be sure a product is truly natural or organic is to look for some kind of certification. It’s Pure is certified by the Soil Association, which means that every ingredient that can be grown organically (without harmful pesticides and herbicides), must be organic.

Some It's Pure ingredients shot from above.

The remaining ingredients are also subject to the strictest rules: no GMO, no harsh preservatives, no artificial fragrance, and no other harmful chemicals.

The illusion of natural products

It may look natural using green colours on the packaging, pictures of leaves and flowers, and statements like ‘inspired by nature’ or ‘free from ammonia’. These elements make the product feel entirely wholesome. However, even if your product comes in recycled packaging or is vegan, it doesn’t make it natural.

It is better for the planet to choose those options, but if your focus is hair dye ‘made with’ natural ingredients, that isn’t enough. The only way to tell for sure is to know your ingredients.

Myths about natural hair dyes

There is a myth that all hair dyes are unnatural, stemming from the idea that hair ‘needs’ certain ingredients to ‘take’ colour. This isn’t true. There’s nothing wrong with using ‘chemicals’ in beauty, as all ingredients could be classed as chemicals in one way or another.

The It’s Pure range

multiple boxes of it's pure hair dyes on a table

The It’s Pure range includes an organic clarifying pre-colour treatment made of organic minerals and essential oils. This treatment helps remove residue, silicones, and build-up from your hair. If used before dyeing, it helps the henna naturally bond with the hair much more strongly, giving a more vibrant, richer colour.

Harmful chemicals in mainstream hair colours

Mainstream hair colours use chemicals that change the hair shaft and can be damaging. These include:


PPD is used to darken the hair. In some cases, you can develop contact dermatitis reactions to PPD. Alternatively look for indigo, which comes from a plant and is a natural way to darken the hair.


This gives mainstream colours that eye-watering smell. It’s used to alter the outer shaft of the hair to allow the colour molecules to penetrate the hair. Instead, choose a natural, herbal colour that works by staining the hair’s pigment, like Henna which comes from the leaves of the Henna plant.

Other harmful ingredients to avoid include Tetrasodium EDTA, Resorcinol and Ethanolamine.

The truth about lightening hair naturally

If a hair dye claims to be able to dye your brown or black hair blonde, it isn’t natural. You simply cannot make your hair lighter without using bleach (hydrogen peroxide). There are no ingredients in nature that can take the colour out of your hair.

Cassia, an Ayurvedic herb used in several It’s Pure dyes, can enhance and colour blonde hair blonde, but it cannot lighten your hair.

It’s Pure: A truly natural choice

It’s Pure offers a range of certified organic, 100% natural, herbal hair colours. The ingredients are sourced ethically and are blended in the UK. They can’t lighten your hair, but there are 9 beautiful colours that will give you your natural colour or darker. Plus, the nutritious ingredients will boost your volume and shine!

Embrace spring with Waft’s floral fragrances

As spring blossoms around us, it’s time to freshen up your space with Waft Air Fresheners. And here’s some exciting news, we’re currently offering a special discount of 15% off!

The essence of spring in every spray

Step into spring with the enchanting aroma of Waft Air Fresheners, crafted with care from blends of pure essential oils and flower waters, boasting an impressive 98.5% organic composition. Among these exquisite scents, Waft Rose stands out as a customer favourite, and it’s not hard to understand why.

Waft air fresheners

More than just a scent

Roses have long been cherished for their enchanting fragrance, evoking memories of childhood gardens and romantic gestures. But did you know roses hold a plethora of positive connotations?

From happiness to joy and gratitude, the significance of roses runs deep. Aromatherapists have long praised the soothing properties of rose essential oil, known for its ability to induce calmness, alleviate stress, and promote better sleep. The psychological impact of rose fragrance is profound, uplifting our mood and filling us with optimism and happiness.

Spring into action

As spring blooms around us, it’s the perfect time to refresh our surroundings and awaken our senses. So why not treat yourself to the luxurious experience of Waft Air Fresheners?

Whether it’s to enhance your home ambiance, create a tranquil atmosphere, or simply indulge in a moment of sensory delight, let the captivating scents of Waft envelop you in a fragrant embrace.

A bouquet of scents

Waft offers a diverse range of natural air fresheners, including Lavender, Geranium, Lemongrass, and Orange. Each one approved by the Vegan Society, ensuring that your commitment to cruelty-free products aligns with your desire for a fragrant environment.

Don’t miss out on the 15% off special offer* – indulge in the essence of spring with Waft Air Fresheners and transform your space into a sanctuary of serenity and delight.

*Offer ends 23:59 Sunday 28th April 2024.

How can I be sure that my beauty product is natural or organic?

Our friends at Salt of the Earth explain what to look out for.

Did you know that your skin is the largest organ in your entire body and that what you put on it is likely to be absorbed into the bloodstream?

Alarmingly, any beauty product can be labelled as organic or natural as there is no legal standards for the use of the term. Therefore, even if it only contains 1% of natural or organic ingredients or materials, it means that it can be called organic.

Water isn’t organic

This may come as a surprise but water cannot be organic. That means that a beauty product such as roll-on deodorant which may contain lots of water, would only have a low percentage of organic or natural materials.

As a result, products labelled as organic or natural could still have lots of synthetic ingredients and have a low amount of natural or organic ingredients.

Certified organic

The exception to this is the certified organic products. These are products that are natural and organic but also guarantee environmentally sustainable sourcing and production as well as only containing natural ethos ingredients.

cosmos natural certification infographic

Infographic explaining which products don't have natural certification

With natural cosmetics rising at a fast pace, many are forgetting what it means to be natural. This has led to lots of misuse and confusion of the word and amplifies greenwashing. It also presents an issue to customers who are purchasing these products with little ways to know if the product is natural or organic.

So, to be sure, only products with independent certifications to a recognised standard guarantee that the product is genuinely organic or natural. Make sure to look out for COSMOS Organic or COSMOS Natural next time you’re shopping.

Salt of the Earth

All Salt of the Earth UK manufactured deodorants and foaming hand washes are certified as COSMOS Natural through the Soil Association. This means you can be assured their products are truly natural and free from harmful chemicals.

Products with this COSMOS Natural certification:

  • have been assessed against a rigorous, third-party standard
  • don’t contain any harmful ingredients

Products with the Soil Association COSMOS logo guarantee:

  • NO animal testing
  • NO GM ingredients
  • NO controversial chemicals
  • NO parabens and phthalates
  • NO synthetic colours, dyes or fragrances
  • NO synthetic micro plastics
  • NO harmful effects to marine life nor the wider environment when washed down the drain
soil association cosmos natural logo

This certification evaluates the entire supply chain for its environmental footprint. It involves scrutinising packaging materials and mandating the use of exclusively non-toxic, biodegradable cleaning products in manufacturing facilities. Licensees are required to implement an environmental management plan aimed at minimising waste through reduction, reuse, and recycling.

To uphold these standards, all licensees undergo a rigorous yearly inspection.

Don’t be greenwashed by organic and natural claims; look for a reputable certification logo – such as COSMOS, or alternatively, ECOCERT or NATRUE which have strict certification standards too. These certifications offer a consumer guarantee for buying genuine organic and natural cosmetic products.

Shop Salt of the Earth products.

Introducing Asquith London

History of Asquith

Asquith has been producing ethically made eco activewear for yoga, Pilates, sports and living in for 20 years, opening in 2002. When Asquith launched in 2002 activewear was mostly(and still is) made from chemical-laden fabrics, synthetic fabrics. The aim was to create something different, by using natural breathable eco-friendly fabrics to create pieces that kept you feeling secure on your mat, and would also love wearing everywhere for years to come. Everything they do is multifunctional so you can enjoy them as long and as much as possible.

Continue reading Introducing Asquith London

How to Build an Organic Summer Night Skin Care Regime – Green People

Charlotte Vøhtz was a pioneer for the organic skin care industry when she launched her beauty brand Green People back in 1997, but it was on turning 50 that she started to formulate her signature Age Defy+ by Cha Vohtz range, to address the needs of mature skin.

Here she guides us through the most effective organic ingredients for building a natural, anti-ageing summer night skin care routine.

Continue reading How to Build an Organic Summer Night Skin Care Regime – Green People

The Importance of Buying Organic

It may be difficult to believe, but we as consumers have the power to make a difference through the things we buy. So many nay-sayers always tell you that we will never produce less meat, but if less people buy meat then the demand decreases and it is no longer cost effective to produce meat on such a large scale.

This is just one example. The same goes for buying organic products. This includes organically grown food, clothing made from organically grown materials like cotton, and even beauty products which contain organically grown ingredients. Continue reading The Importance of Buying Organic