Turn over almost any D.E.N. product and you will see two numbers: natural origin and organic origin. Our Oil-To-Milk Cleanser, for example, is 100% natural origin and 39% organic origin. But what do those percentages actually mean, and why do we print them on every label?
As a doctor, I believe you deserve to know exactly what you are putting on your skin. So here is a clear, honest explanation.
What does “natural origin” mean?
The word “natural” on its own has no legal definition in cosmetics. Any brand can use it. That is why we use a measurable figure instead.
Our percentages are calculated using ISO 16128, an international guideline that sets out how to work out how much of a cosmetic formula comes from nature. It sorts every ingredient into categories:
- Natural ingredients: plant, mineral or other natural materials, obtained with minimal processing. Think aloe juice, jojoba oil or shea butter.
- Natural-derived ingredients: ingredients made from natural materials through processing, where more than half of the ingredient comes from a natural source. Many gentle cleansing agents and emulsifiers fall into this group.
- Non-natural ingredients: everything else, such as some preservatives.
The natural origin percentage tells you how much of the whole formula, by weight, comes from natural and natural-derived ingredients.
And “organic origin”?
The organic origin percentage is calculated in the same way, but counts only ingredients from certified organic farming. A body oil made mostly of organic plant oils will score high here: our Omega 6-9 Glowing Skin Body Oil is 86% organic origin. Water-based products naturally score lower, because water cannot be organic.
Is a higher number always better?
Not necessarily, and this is where a doctor-led approach matters.
Natural does not automatically mean gentle. Some of the most common causes of skin reactions I see in clinic are natural: essential oils, fragrant plant extracts and certain botanical actives. A formula can be 100% natural and still irritate sensitive skin.
That is why we never choose ingredients on origin alone. Every D.E.N. formula starts with one question: is this compatible with the skin barrier? We then choose the most natural way to achieve it. Where a small amount of a non-natural ingredient makes a product safer, more stable or better tolerated, such as a well-studied preservative, we use it.
For the most reactive skin, we also offer fragrance-free options, including our Sensitive Skin Moisturiser and Sensitive Skin Overnight Cream.
Natural origin vs certified natural
ISO 16128 is a calculation method, not a certification. Some of our products go a step further and carry COSMOS Natural certification, which means an independent body has audited the formula, its ingredients and how it is made. You will see this noted on the products that have it, such as our Sensitive Scalp Shampoo.
How to use these numbers when you shop
- Look for a figure, not just a word. A percentage is more meaningful than “natural” or “clean” on its own.
- Check the full ingredient list. If your skin is reactive, look out for fragrance (Parfum) and essential oils, whatever the natural percentage.
- Choose what suits your skin first. The right formula for your skin type matters more than a point or two of natural origin.
Our range at a glance
Across the D.E.N. range, our formulas are up to 100% natural origin. Three products reach 100%: the Oil-To-Milk Cleanser, the Sensitive Skin Moisturiser and the 100% Oil-Free Hydrating Gel. You will find each product’s figures on its page, just below the price.
Natural where it helps. Clinical where it matters. That is what doctor-led natural skincare means to us.
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