We are obsessive about our products meeting two clearly defined standards.
Firstly, they must be free of any ingredients that have a history of causing skin sensitivity or are known to be "unkind" to the skin.
Secondly, our products must deliver category leading performance in terms of effectiveness and pleasure to use. If we can't achieve both for a given product then we won't launch it.
Most companies tend to focus on one of these criteria and inevitably tend to fail to some degree on the other. So, you tend to find most products in the market are either "natural" but not terribly effective or they are effective but full of “nasties”.