Many consumers are being fooled by crafty labeling and outright false marketing.

Many consumers are being fooled by crafty labeling and outright false marketing. The Korea Consumer Agency discovered that all 24 natural soap products recently surveyed did not meet the standards to deserve to call themselves 'natural'. Some directly used the term 'natural' while others used natural sounding names. Many advertised the efficacy of its natural ingredients. However, none of the products reported their so-called natural ingredients list on the packaging. At present, there is no certification standard for natural cosmetics in Korea.