I get your point and to me, Aesop falls into that category, but there are actually some companies (few I admit) that can live up to the claim and Sodashi is not only one of them, but a glowing example.

Megan Larsen has made some decisions in the past that urge me to think that she really is passionate about what she does and a strong advocate for "chemical free", it's not just marketing, it's in the brand's DNA. There are easier ways to make money than with skin care and she could have easily accelerated growth in the past and compromise with lesser ingredients, but she didn't.

Molecules might be molecules, but if you ever had a Sodashi facial of any kind, and smelled the products, there is a difference. It's like having a fresh organic meal after years of frozen pizza. I can tell and it's hard to go back. Real lavender smells distinctively different than the chemical formula. But this seems a very religious debate.