That was a big debate around the office and we really wanted to put the word “natural” on our products but the truth is, if you pull a carrot out of the ground and rinse it off with water before you eat it, it’s truly NOT 100% “natural” any more. The water probably contains Fluoride and other chemicals that have now deposited on your “natural” carrot, making it NOT 100% natural any more. Make sense? Most companies still claim it because it’s what the consumers want to hear but we follow the rules by the book. All of our Baby Bum products are “plant based” and don’t contain any toxic or synthetic chemicals so they are “natural” to us, we just don’t claim it because we wanna be completely transparent.