Glad you asked. The general consensus seems to be that “natural” means anything coming from the earth/not man made. But let me let you in on a little secret: the term "natural" is not regulated at all. There is absolutely zero regulation or limit on what could be called “natural.” There’s always some confusion between organic and natural. The term organic is regulated, and there are strict rules to adhere to when claiming a product as such, but that’s a whole other post.
Back to my point: We could slap a natural label on just about anything our little hearts desired and get away with it, because no one is regulating that term. And, unfortunately, some makers do exactly this. Be wary of the neon pink cotton candy scented “natural” soap, they’re out there. But I digress. We believe in transparency in every aspect of our business. And that, to us, means not slapping a non-regulated term on our products as a marketing tactic. We are open about our ingredients and processes so that you can make your own informed decisions about what you put on your skin.
Not to say we don't use the best quality ingredients available to us--we absolutely do! However, our interpretation of natural may differ from yours. So we choose not to throw that term around all willy-nilly like, but only where we're absolutely comfortable with it.