InstaNatural began as a small business in Florida with a mission to create natural and effective skin care products. Since the launch of our first product, 100% Organic Argan Oil, our consumers have fueled us to continuously improve and re-imagine the skin care routine, inspiring us to develop products that truly make a difference in the skin. As we grew our mission evolved to much more. We believe that everyone deserves access to natural and safe personal care products and we strive to empower our consumers to recognize that they have a choice in their beauty and wellness routines. And while we believe that nature offers the best for safe and effective skin care, we also know that beautiful skin begins with healthy skin. With that in mind, we set out to discover a unique blend of ingredients that was safe for all skin types and supports the skin’s natural barrier. The result was our proprietary strength in botanicals complex, a specialized blend of botanical ingredients that support optimal skin health for real beauty results. Our Definition of Natural We define natural as ingredients that are derived from or made from a renewable resource found in nature and are free of the prohibited ingredients defined in our formulation guidelines. When we choose to use a synthetic ingredient, we will choose so based first on the safety of the ingredient and second on the need for the ingredient, such as for preservation or an active ingredient such as Retinol, Vitamin C, or Salicylic Acid. Our goal is to use as few safe synthetic ingredients as possible and adjust our formulas when a suitable natural alternative becomes available.