We talk about the purity of our products all the time and we want you to know what we mean. When we founded Hugo Naturals, we set out to raise the bar in our industry. We knew our products, with their unprecedented quality would “speak for themselves”. But we also set out to raise awareness about health and safety issues of commonly used ingredients and practices in body care.
When we created our company, we intentionally avoided using the word “organic” as part of our communication. We did this because this word has been corrupted by marketing that claims “90% organic” or “70% organic” which is very misleading when you look at a personal care product. For example, water, which makes up most of many body care products, cannot be deemed “organic”. The second ingredient in many body care products is the foaming agent. This ingredient is made up of approximately 50% water. So you end up with a bottle that is 70-80% water, which cannot be classified as organic. The part that’s left is what is “90% organic” or “70% organic! We feel that this is very misleading communication, and we wanted no part of it. We still don’t use the word “organic” and we won’t until there’s more clarity about what it really means to body care products.
Each one of our products is made from our unique “food” perspective. We create our recipes and formulas for the skin just like we would if we were making a fantastic dish to eat. We do this because it’s our philosophy that what you put on your skin goes in your body. If it’s not food-quality, we won’t use it – it’s as simple as that! This is where the word “Purity” does a much better job, we feel, at explaining the quality of our products. Every single ingredient we use for each of our products is food-grade! For example, our soaps are mostly Coconut Oil; the same you would buy to cook with! (It tastes delicious!)
So in the confusion of determining what’s what with the products you choose to “feed” your body’s largest organ – your skin—we keep it simple: Our Standard is what you put on your body should be as safe as what you put in your body.
Hugo & Debra.