With the advent of the 'green' movement, many women have tried to comply with this trend and as such are demanding that the products they use conform to certain standards.
Mineral make up has come to the fore and many will now use this, along with mineral foundation, to beautify their faces instead of using the chemical filled products of the past.
If the amount of money that is spent on these products each year is taken into account, it is time that women got what they have been asking for over the past years.
No longer do they want the harsh products that could damage delicate facial skin or bring the skin out unattractive rashes and such.
They now want a completely natural product that enhances their look without synthetic materials being used.
Women also used to make the mistake of buying expensive products only to find that the product did not agree with them.
And then they questioned whether these expensive goods were for their benefit or just for the benefit of the manufacturer.
If all natural additives are used, wouldn't this make a more economical and 'green' choice for the consumer? It would appear that this is indeed the case and the swing to natural products is very marked.
Of course, if the product is all natural, then it should go without saying that the manufacturer will take care with the packaging of the product also.
There would be no point in 'going green' and then using excessive packaging to wrap the product in.
The backlash against using up world resources is probably at its highest in the 21st century and as such many products are being shunned just because they are not packaged with eco friendly materials.
But being 'green' is not the only reason that women are plumping for the all natural product.
Skin has become somehow sensitized to chemicals for some reason.
There are far more allergies these days than ever before and the perfumes and other chemicals that some companies have used in the past have a very detrimental effect on the skin.
Some women go so far as to not touching the face with soap of any kind.
This was thought to be a very drying product which eventually culminated in wrinkles which is the bane of all women.
Avoiding dryness and wrinkling is what makes women strive for the best product for their skin and this is probably why natural products have become more and more popular.
Natural products tend to give that soft, youthful look that is currently in vogue and many will opt for using less of a product on the face for the sake of the earth.
However, this doesn't mean that women will not want to look their best.
But if she can get the perfect look, with the perfect product and still do something for 'mother earth' then she feels vindicated that whatever she is using does not detract from the world then everyone is a winner!