Unfortunately, in a 'bottom-line' world, the term 'natural' is primarily dependent on cost.
Price points prevent conglomerate manufacturers from investing in high grade ingredients.
If you considered using the leading baby shampoo because you want something pure and gentle - think again. Mass retail manufacturers skirt the natural issue by chemically creating a synthetic derivative of a natural ingredient. These synthetics, may look and act like the real thing, yet they are less than effective and in the long term can damage the hair even further. Which is probably the main reason mass retail consumers change their shampoo and conditioner on a regular basis. Most product manufacturers for the Professional or Salon-Only market will make every effort to source out quality ingredients and support their individual products with generic or specific research, which offers some type of scientific explanation.