Today the word “natural” in cosmetic industry is a big buzz. We dear to say that the term “natural cosmetics” is far more than exaggerated. For example, ammonium lauryl sulfate, a standard detergent cleansing agent, usually it is being derived from coconut oil. While that makes the ingredient sound natural, but the coconut oil has to go through some processing stages to become ammonium lauryl sulfate. Ammonium lauryl sulfate is the salt of a sulfuric acid compound, neutralized with an ingredient like triethanolamine. None of that makes this ingredient bad for skin, and there are no reasons to avoid ammonium lauryl sulfate, but that is the more accurate description of that ingredient and it is not that "natural", even though it has been derived from a natural product. When it comes to skin care, it is some small element of the plant that has benefit for skin. Extracting this component from the plant almost always requires a process that is synthetically derived. These extracts are far more stable than the whole food. Just think of how long any produce lasts in your refrigerator. It would be far worse sitting on the counter in your bathroom! Regrettably, natural or plant- based preservatives have extremely poor antimicrobial or antifungal properties. Complications for skin due to a product being contaminated are a serious consideration when it comes to how a product is preserved. In conclusion, Nuvo Cosmetics products contain ingredients that have been derived from a natural products with a minimal processing, extracting what is good for your skin and most of our products are 100% natural. We advise to check the ingredient list of the products, and our Ingredient Glossary. We guarantee 100 % satisfaction.