Water is the first ingredient listed on face cream & moisturiser labels. This base water content typically ranges from 70% to 80% of the total formulation. Oils/ Emulsifiers/ Preservatives make up about 15-25% & the active ingredients only a miserable 2%

Here you will only find 'Straight Up', 'Kiwi As', 'Natural As' skincare serums (no water added!). Using Kiwi made cold-pressed oils gently infused with 100% natural skin-caring botanicals & 100% pure essential oils. All 100 mls. All without the ridiculous overpricing.

Natural-washing is when products are falsely marketed as "natural" while containing synthetic preservatives, artificial fragrances, and chemical additives. Companies mislead consumers by emphasizing minimal natural ingredients while hiding the synthetic components and the water that make up most of the product's formulation.