Know Your Labels
Below is a good article about the difference between natural and organic products. It may help you understand the labels. For example there are 2 labels of USDA Organic and USDA 100% Organic. (Dr. Sears: Wellness Institute)
Even though Natural products do not have a label, but some companies go thru a 3rd party to test thier products for a voluntary certification. You should see a label on thier product of participated.
Other labels like no cruelty to animals, SLS free, no animal testing and so forth. Some companies may include their own patent process as well.