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A product considered natural by The Honest Company contains a minimum of 95% natural ingredients in the total formula. The non-water portion is at least 50% bio-based (which means animal-, plant- or microorganism-based), or the product contains acceptable mineral ingredients.
To break it down further, natural substances include botanical, mineral or animal ingredients that come from the land or the ocean. So, for instance, a product could include everything from kelp and herbs to fish oil and coconut oil.