When it comes to billing a moisturizer as natural, there is no legal standard defining what one is, so just about any manufacturer can claim their product is "natural." The best way to pick one is to check the ingredient list and avoid moisturizers which are oozing with nasties such as parabens (preservatives with potential health side effects), phthalates (chemicals billed as endocrine disruptors and are carcinogenic), and synthetic fragrances.