Q:There is a belief that natural = better for the environment and safer for people. Do you think this stands up to scrutiny?
A:“Natural” is implicitly equated with safety, and yet, ironically, essential oils are a quintessential example of natural ingredients laden with allergens. Even jojoba oil, ubiquitous in “sensitive” products, is a proven source of contact dermatitis and sensitisation. Still, the majority of consumers are unaware that natural ingredients can cause severe reactions. 

Q:Do silicones persist in the environment after use?
A: Even after decades of use at unrestricted levels, there are only minuscule amounts, if any, of silicones detected in most environmental samples. In fact, cyclomethicones evaporate rapidly and degrade in air under the influence of sunlight. The small amounts that may remain in soil degrade, catalysed by clays present in the soil. In water, they partition out, again to be degraded in soil or in air. Ultimately, the substance returns to silica (sand), carbon dioxide and water. 

Q:How do we best improve consumer awareness on these matters?
A: Marketers, R&D teams, suppliers and retailers need to collaboratively develop quality consumer education and push back against alarmism—the unnecessary excitement of fear. Alarmism spreads rapidly through social media, exaggerating danger and causing misinformation to flourish. “You want a product to be both efficacious and safe,” says Margarita Arriagada, former chief merchant of Sephora. “But just because something is natural, doesn’t necessarily mean it’s good for you. The Promised Land is safe and effective. The entire beauty industry needs to be transparent.