I don’t normally go after cosmetic lines who aren’t wholly organic & natural, preferring instead to celebrate the incremental steps that companies are making toward producing cleaner, healthier beauty products. However, when I see that certain brands are intentionally misleading consumers with grandiose, sweeping statements about how fabulously verdant their cosmetics are… well, let’s just shut that down right here and now. Tarte Cosmetics have recently claimed (and even trademarked) that “tarte is the leader in earth engineered beauty offering the widest selection of healthy cosmetics full of skinvigorating ingredients.” Worse, is that Sephora sell the brand giving it their ‘natural’ seal of approval stating that the products contain no petrochemicals. Someone at both of these companies needs a swift reality check and to do their homework. A lot of the products contain a veritable cornucopia of petrochemicals and chemicals: butylene glycol, propylene glycol (we’re talking car battery anti-freeze), and more… all petroleum derivatives; as well as synthetic colors. Natural? You’re kidding. As if there isn’t enough confusion surrounding what’s truly organic and natural, these companies are perpetuating at best, ignorance, and at worst, outright lies. Come on Tarte… Yes you have some products that meet the mark but most do not so don’t claim your line has the widest selection of healthy ingredients. What bollocks. I can think of numerous truly organic and natural beauty brands who put you to shame. And Sephora, you should know better.