A natural beauty store in New York City is taking action against brands which don’t provide detailed information on ingredients in their products.

There’s been a trend recently for cracking down on those who make “natural” claims without backing them up.

Now Gotham Beauty, a retailer for the natural beauty conscious, says it is giving the boot to suppliers who can’t prove their products are natural and free from harmful ingredients, according to PR Newswire.

Founder and CEO, Richard Annington said: “Gotham Beauty represents the best in natural, organic and ethical cosmetic, beauty and fragrance products.

“Our business is founded on the principle of providing an edited collection of truly healthy, harm-free brands.

“After taking time out to research what natural actually means here in the United States, I was horrified to find that the use of the term natural is not regulated or defined in the same way as the term 'organic.’”

He says some suppliers have been using this loophole and selling products which contain parabens.

Apparently there are some ingredients that are used in hundreds of products in the United States which are banned in the European Union. Makes you glad to be on this side of the pond…

[Image: Horia Varlan]