A lot of companies toss around the phrase "all natural" these days. Unfortunately, labeling laws for personal care products are extremely lax, and in our experience, "all natural" almost always translates to "not-at-all natural." We created S.W. Basics to be an absolutely, positively, 100% truly all-natural line. Our products are made simply using only the purest quality ingredients we can find. And because we believe every business has a responsibility to preserve a sustainable environment, all of our ingredients are either certified organic, Fair Trade, or sourced from small family farms.