Whether you shop for organic food, prefer products with recognizable ingredients, or choose brands that align themselves with sustainability and social good, the 'naturals' trend has likely impacted your life in some way.  Although 'natural' means different things to different people (for example, natural might mean  "good for you," environmentally conscious, free from harsh chemicals, etc.), we tend to agree that it relates to the larger theme of authenticity from products and brands.  

This sweeping consumer trend has brought many small natural brands to retail shelves.   To stay relevant and meet consumer preferences,  big national brands have released their own lines of natural products.  For example, Tide laundry detergent has Tide PUR Clean and Tide Free (both natural options) to compete with small