While I’ve experienced an incredible amount of support since establishing my non-toxic skincare brand, S.W. Basics, I’ve encountered a considerable amount of resistance to the idea of “natural beauty,” too. I guess it shouldn’t be all that surprising. No one wants to be told that their favorite cleanser (the one they’ve been using since high school) actually possesses ingredients that might be harmful. It’s unsettling to have to forego your standby lip balm after you’ve used it for years and years (and you feel just fine). I get it – change is hard. And who likes being told what to do?