A COSMETICS con that covered up chemicals in hair and skincare products has been exposed by the consumer watchdog.

And the Australian Consumer and Competition Commission has put other companies on notice over mislabelling in a booming cosmetics market.

Natural Instinct is altering its labelling on several products after it left off ingredients that can cause skin irritations and hoodwinked consumers over the quantities of herbs and oils in several items.

Owned by Natural Products of Australia, it sells shampoos, moisturisers, baby bath washes, hand creams and other cosmetics through pharmacies and health food stores.

ACCC deputy chair Peter Kell said customers were misled when ingredients were left off labels on some items.

The company, based in Bayswater, also used the wrong name for a potential skin irritant in a baby shampoo.

And, despite a boast that products were "made with/from 100 per cent pure oils and certified organic herbs", some contained less than 1 per cent.

"The best practice is to be open with consumers rather than making claims you can't sustain," Mr Kell said.

There is huge interest in natural and organic products from those seeking to avoid allergic reactions or certain chemicals for ethical or environmental reasons. An industry source said the area was "crying out for stricter standards".

Natural Instinct's Shandelle Britt said the labelling mistakes were made under previous management. Many labels had already been changed.

It has agreed to offer refunds, publish corrective notices and introduce a trade practices law compliance program.

Source Karen Collier - Herald Sun