The word "Natural" is simply misleading and can be used by any company simply to promote the product. The U.S. Food and Drug Administration (FDA) doesn't not regulate the word “Natural” on cosmetics and Skin care products. It is Buyer Beware market. Terms like "natural," "earth-friendly" and "nontoxic" are also not regulated, and companies are able to use these terms at will. It is up to the consumer to differentiate marketing from reality by refusing to buy products that use misleading claims.
If you see a product that is labeled as natural it means some of the ingredients come from plant. If it is labeled as “100 % natural” it means all the ingredients come from the plant. I want to make it very clear it doesn't mean it is 100% safe.