The Missed Opportunity in Native’s Ingredient Education

I got this Native body wash as a gift (if you like eggnog, the scent is spot on). I love how they explain ingredients on the packaging—but was surprised to find this approach missing from their website 😔

Ingredient transparency isn’t just a trend; it’s what consumers expect these days.

Studies have shown as high as 55% of U.S. shoppers now research ingredients online before making a purchase, with nearly one-third checking the brand’s website directly. When that information is difficult to understand, hard to find, or missing, they’re left searching elsewhere, which can erode trust.

For brands like Native, a dedicated ingredient page would be a huge win, showcasing the care they take in sourcing the best ingredients and how to understand each—just like on the bottle.

With “better-for-you” (BFY) products on the rise, consumers are using their purchasing power to demand cleaner ingredients and more straightforward labeling. Social media and apps like Yuka are fueling this shift, making it easier than ever for people to evaluate what’s in their favorite products.

As more states pass additive bans and consumers become savvier about ingredient lists, having this info front and center in all touchpoints reinforces trust and loyalty in a big way.

As an avid Yuka user (yes, I’m the guy standing in the aisle scanning barcodes), it’s awesome to see brands prioritizing not only ingredient transparency but also finding better ways to formulate their products. Always enjoy getting a closer look and learning from some of the most inspiring CPG brands through our work at BARREL.