Can you trust labels such as "natural” and “organic" and what about “trusted” names like Johnsons & Johnsons? Most consumers believe if a label says “organic”, “ natural” or “safe”, it must be true. We assume that there are regulations that govern what companies can claim on their personal care product packaging. This assumption makes sense—food labels are highly regulated by the Food and Drug Administration, and many of the same claims appear on both food and cosmetic products. But the ethos of food labels does not extend to cosmetic labels. The truth is, the 60 billion dollar beauty industry is hardly regulated, leaving marketing teams free to paste half-truths and all out lies on labels. The onus falls on consumers to learn how to decipher the truth and use the information to make choices that fit within their comfort zone and lifestyle.