Organic can very well be the modern marketing equivalent of diamonds. We don’t know why we are drawn to shiny stones but someone told us they’re nice and now we desire them will all our hearts (and wallets). There is no shortage of brands peddling natural, organic, and handmade products, from lentils to lip balm and pasta to peas, leaving consumers in a pit of confusion. What does organic even mean anymore? Why do we need it?

We spoke to Nishantaini, Founder of Bon Organics, a USDA certified organic brand. Her family has been manufacturing personal care products for brands since 1997. Speaking about how most products are loaded with harmful additives, she said, “Many big brands would ask us to add artificial ingredients and were turned down by Dad. This led me to realize that everyone deserves to have genuine products because it is possible to avoid harsh chemicals and artificial ingredients.”