I recently watched a Facebook live video recorded by a successful essential oils multi-level marketer to learn how she used essential oils in her home and also learn how she was sharing content with her followers (full disclosure: I also offer essential oils so I am always interested to see how others in the field market themselves!). She described her oils as being "beyond organic." First of all, that is not a thing.
Second, she offered absolutely no evidence that her products are organic or any substantive information about how the oils are sourced. As I mentioned, she's reached a prominent position within her multi-level marketing essential oils company and her audience seemed to trust her, and judging from comments on the post, her assurance was all they needed to feel confident in purchasing these oils.
I have a lot to say about essential oils marketing, particularly by multi-level marketing companies, but today I just want to focus on claims made by both multi-level marketing companies and retail brands around their products.
Companies often use terms that are not regulated at all or have no relevance outside of their company. One popular essential oils company uses the phrase "seed to seal promise" to suggest the care they take in sourcing and bottling their oils. It's lovely and it may very well be true, however, that "promise" is just a marketing term created by that company. It is not verified, regulated, or meaningful in any way. It is the equivalent of Carlsberg beer calling itself "probably the best beer in the world" on its label. It's simply a marketing slogan, but it has serious implications as it attempts to assure consumers or potential consumers that they can trust the process behind the creation of those products, or that they are about to have possibly the best beer ever, depending on which product we’re discussing.
Companies also misrepresent their products, and a trusting consumer can be misled into believing they are purchasing a non-toxic, organically sourced product that is, in fact, toxic, or only contains a minimal amount of organically sourced ingredients.
So how do we know what to trust? I'm sharing a short list of third-party, non-profit organizations below. These organizations have no skin in the game and have a strict and thorough process by which they evaluate and/or certify products and companies. They will often put their “seal” on products and offer lists of safe products on their websites. If the latter, I am linking to those lists below:
MADE SAFE – the first comprehensive human health-focused certification of its kind in America, MADE SAFE screens for ingredients against a toxicant database of known harmful chemicals including behavioral toxins, carcinogens, developmental toxins, endocrine disruptors, GMOs, High-Risk Pesticides, reproductive toxins, and more. I’m linking their member brands here, all of which make products free of the screened toxic ingredients. They also provide a seal for MADE SAFE certified products and have a partnership with the Campaign for Safe Cosmetics, which is fighting for sensible legislation to protect American consumers from toxic products.
Soil Association – an amazing and pioneering organization founded in the aftermath of World War II, it is the U.K.’s foremost organic certifier. For any products manufactured in the U.K., we already know that they are free from the thousands of chemicals that are banned in the U.K. and E.U. but permitted in the United States. Soil Association certification means a brand has gone above and beyond what is required to ensure the safety and thoughtful sourcing of their ingredients.
Environmental Working Group (EWG) – a fabulous resource. I rely heavily on their Skin Deep Cosmetics Database to look up products I’m interested in purchasing and see how they rank in terms of safety. You will be shocked that some “natural” brands have a few products that rank well on EWG, and a few that rank approximately at the toxic sludge level.
Think Dirty App - obviously, there's an app for this. A friend told me about this app, and I love it - it's like an "easy button" to shopping safely. While out and about, simply scan the barcode of a product you're considering purchasing and the app ranks the items on a one-to-ten scale based on the potentially harmful ingredients it contains. Scary but amazing.
More and more, we’re seeing brands warmly embrace non-toxic and organic ingredients – some doing so with full transparency and honesty, some….not so much. Confirming the authenticity of a brand’s claims through the third parties listed above provides an extra layer of assurance that you are getting the safe, high-quality products you think you are. I have bought items I thought were safe, and paid a premium price for them, only to later discover they were just as toxic as the cheapest, most transparently non-organic brand on the shelf. Don't be like old me!