In our first article on naturalness, we felt it was important and above all necessary to reframe the use of the word “natural” or “natural origin”, with the regulatory definitions attached to it. These definitions are understood by professionals in the cosmetic field, but what about the consumer? How does he perceive a “natural” product? What do they expect from it? And faced with these expectations, what are the challenges for the formulator to develop a “natural” product? Explanation by Estelle Dehier, from the Labosphere laboratory.