Open your phone and you’ll find strong opinions about “toxic” cleaning products all over social media. Ingredient-scanning apps and well-meaning friends all offer warnings, and it can be hard to know what to trust. As an eco cleaning brand that cares about the planet, we think you deserve a clear, balanced answer. Here is how we think about it.
The short answer
Fragrances and dyes are not automatically toxic. Whether an ingredient is a concern depends on what it is, how much is used, how it's used, and the standards it has to meet. Many substances can be harmful at high levels and perfectly safe at the very low concentrations found in a finished product. That said, some people do react to fragrances, and choosing to avoid them is completely reasonable, but it doesn’t mean that fragrances are inherently toxic just because some people react to them. However, allergic reactions are not the same as toxic.
What's actually in a fragrance?
The fragrances in Earth Choice products are carefully selected blends of natural and synthetic oils, used at very low levels compared with many conventional cleaning products.
You may notice that a label says "fragrance" rather than listing every component. This isn't about hiding anything. Fragrance formulations are the confidential intellectual property of fragrance houses, and their complete ingredient lists are not disclosed to manufacturers like us. It's also worth remembering that the absence of publicly available information is not evidence that a product contains a particular ingredient.
What we can do, and do, is make sure every fragrance we use complies with the standards set by the International Fragrance Association (IFRA). These standards are designed to safeguard the health and safety of consumers, and they are regularly updated. They are currently in their 51st amendment and any ingredient that is potentially harmful is studied, categorized and restricted or banned as appropriated.
Is "natural" always safer?
Not necessarily, and this is one of the most common misconceptions we hear. Some naturally derived oils contain known allergens. In some cases, a carefully selected synthetic alternative can reduce or avoid those allergens altogether.
That's why our formulations use a combination of plant-based and synthetic ingredients, chosen to balance sustainability, safety, performance and value. We have never claimed our fragrances are free of synthetic ingredients, and all ingredients are clearly identified on our labels.
What about dyes?
Where we use dyes, they are included at very low levels and selected from approved food or cosmetic grade ingredients. Their main job is simple: helping you identify a product at a glance. They don't colour your dishes or your cleaning results.
The standards we follow
In Australia, there are no specific regulations governing fragrance and dye standards for household cleaning products. We choose to go further. We apply European standards, which are widely regarded as among the most stringent in the world, and we go a step beyond by following EU cosmetic standards for our products, even though as a household cleaning brand we're not required to.
We take ingredient safety and formulation seriously, and we select every ingredient to be suitable and safe for its intended use.
The bottom line
Fragrances and dyes aren't toxic by default, and "natural" isn't automatically safer. What matters is the ingredient, the amount and the standards behind it. We aim to be transparent about what we use and why, and to give you a choice if you'd rather go without.
We understand that some people simply prefer a product without added colour and fragrance, and that's a fair choice. Our Sensitive Dishwashing Liquid has been formulated without fragrances or dyes and is available at Chemist Warehouse and local Independent Supermarkets.
Have a question? Ask us directly
Ingredient information online is often incomplete, out of context, or shared by people without access to the formulation details. If you have a question or concern about any of our products, our customer service team is always happy to help and can give you accurate answers from people who know our products well. You can reach them at enq@naturesorganics.com.au.