In today’s world, lots of women (and men) want only 100% pure skincare products. I don’t blame them; this is what I want too. We should all want to use a natural product, since natural is almost always better for us. However, there is a flaw in the holistic skincare approach.

Let’s face it, completely natural skincare products don’t exist. You may come across slick advertising and be convinced that a product is all-natural, but it’s mostly hype.

Let me give you the real scoop: Putting only pure natural substances on your skin is simply impossible if you use commercial skincare products. If you insist on all-natural, untouched by man ingredients, go outside after a rainstorm and collect some mud. You see, even the ingredients derived from plants undergo natural processing before they can be used in a skincare product. In fact, you should welcome this processing because it increases the efffectiveness of these natural plant substances.

Now, just because 100% pure skincare is a myth doesn’t mean all ingredients on the label are acceptable. No, you should avoid all products that are stuffed with chemicals.

Holistic skincare products are the way to go. Here are a few synthetic ingredients to avoid: Avoid any product containing parabens. Parabens are popular because they are cheap and act as effective preservatives. However, some studies indicate that they may be linked to cancer.

For cosmetic manufacturers, it makes sense good business sense to use parabens. They give their products longer shelf-lives. But how exactly do you the consumer benefit? Well, you guessed it, you don’t benefit at all. Your skin absorbs these chemicals, so the big cosmetic companies can increase their profit margin. That’s not the trade-off I look for when I buy a skin cream.

Another thing to avoid are fragrances if you want a 100% pure skincare product. Sure, smelling nice is appealing; we all want others to think we smell good. But, beware, fragrances are made from chemicals that often irritate your skin.

Holistic skincare means using all natural ingredients, but are some better than others?

Yes, you should focus on ingredients that have been proven to be effective in clinical studies.

Here are two powerful ingredients to consider:

Phytessence Wakame - an exotic sea kelp in the Sea of Japan. This is a beauty secret of Japanese women, who are known for maintaining radiant and supple skin as they age.

Cynergy TK — it is extracted from the wool of New Zealand sheep. It contains functional keratin, which is a protein found throughout the body. It’s an essential protein in the structure of skin. In clinical trials, Cynergy TK has been shown to actually stimulate the production of new collagen and elastin.

You know that collagen and elastin are the two skin proteins responsible for the elasticity and firmness of skin. When we get older, our bodies produce less collagen and elastin. Without these essential proteins, wrinkles surface and skin starts to sag.

To sum up, 100% pure skincare need is basic. Focus on the ingredient list and don’t be persuaded by the marketing hype. There are other smaller companies in the industry that do little advertising, but approach skincare with a natural philosophy.