One of the reasons for going green as a skincare brand is to acquire the halo effect that comes from being one of the good guys. Our continual experience of the real world is that nearly everything is a trade off and nothing is totally good or totally bad. But us humans still like to think of things in much more simple terms. We are inclined to think that if a brand has good values, it also has good products that do good things for you. We all do this, and no amount of logic seems capable of undoing it. I don’t think anyone doubts that many natural things are not safe. Plenty of synthetic things are perfectly harmless too. But nonetheless the words ‘safe and natural’ seem to belong together. So it is a bit surprising to find a company like Green People, which professes to be on the side of the angels in terms of its natural products, getting into hot water with the Advertising Standards Agency.