A natural fail

Switching to natural products can be a very personal choice. People detox the chemical overload in their skincare a bit like health freaks cleanse their insides. You might not do it for ever, but it makes a real difference when you do bother.

I quit using chemical cleaners in my home as well; I just want to feel completely comfortable. Try lemons and vinegar, if you go DIY. I tend spray Parsley Plus from Infinity Foods and wash my cleaning cloths every now and again. Disposable wipes aren't as green.

There aren't hard and fast rules for any of this, but it can go wrong. I have a funny experience to share. The Marks and Spencer beauty department stocks some terrific brands, from Fragonard perfume, to REN, and a wide range of very affordable natural lines. They had a blanket discount on over the bank holidays, so I stopped by to indulge my senses and keep an eye on any new trends.

I purchased a bottle of haircare by Apivita. Since 1979, their natural products have been inspired by the honey bee, the biodiversity of Greek nature, and the holistic philosophy of the ancient healer Hippocrates. The pure bee products and organic essential promote balance for the body, mind, and soul. So far so good.

I smoothed honey and tea tree propoline shampoo through my hair and admired its delicate scent and 86% natural credentials at £13 for 250ml. (I paid a fiver in the sale). Then this scalp sensitive treatment lathered up way too fast.

I quickly realised that it contained PEGs and the foaming agent SLS. I had bought it on impulse and without my reading glasses to hand. This fail not only killed my enthusiasm for the whole brand, but also reminded me that the majority of consumers are completely habituated to frothy foam in haircare.

When I shared some other organic shampoo with a couple of friends, they both whined later that it felt thin and "didn't lather up enough" - despite getting a lovely fresh head of hair after use. For those in doubt, foam does not clean your hair and SLS will not heal an irritable scalp.

We are creatures of habit and many brands uphold that status quo without re-educating consumers. I'm staying hard-nosed about it: keep a clear head and learn what to avoid.