Natural beauty products are becoming more popular because consumers are concerned about the effect that chemical-based alternatives may be having on their complexion, it has been claimed.

The majority of manufacturers have now opted out of using potentially harmful substances such as petrochemicals, synthetic preservatives, mineral oils, pesticide residues and genetically modified additives, Associated Content writer Tom Jones said.

He remarked that brands have been motivated to create more natural beauty products because experts have stated that the skin can absorb around 60 per cent of the chemicals which people put on it.

Mr Jones added that while the surge in availability of natural beauty products could be confusing for consumers, regulatory bodies such as Ecocert exist to ensure that brands are making their goods truly organic.

His comments come after skin care expert Lavinia Borcau told the Chronicle that using natural beauty treatments is as important as eating organic food and drinking clean water.