Water is a chemical. So is salt, vitamin C and the oxygen you're breathing right now. Which makes "chemical free" a bit of an odd thing to print on a pack. Nothing made of matter is free of chemicals.
So what are brands trying to say when they use it, and what should you look for instead? Let's clear it up.
What "chemical free" is trying to say
When a label says "chemical free", it usually means something narrower, like "we didn't add a synthetic preservative" or "there's no fragrance in this". Those can be genuinely useful things to know. The problem is that "chemical free" doesn't tell you which one. It's vague, and vague claims are hard to check.
It also feeds a habit that researchers call chemophobia: assuming anything with a scientific-sounding name is dangerous and anything that sounds natural is safe. Research published in Applied Sciences argues the better question isn't "is this a chemical?" but "is this harmful at the level I'm actually exposed to?" Another study of consumer perceptions found people judge how "natural" something is partly on what it's called, not just what it is.
Toxicologists have a shorthand for this: the dose makes the poison. Too much water can make you seriously ill. A tiny amount of something with a scary name can be completely fine. Context matters more than the word on the label.
Why it matters under Australian law
In Australia, businesses can't make claims that are misleading, and that includes environmental and "clean" style claims. The ACCC's guidance for business on making environmental claims asks businesses to make claims that are accurate, specific and able to be backed up, and to avoid broad, unqualified terms.
"Natural" isn't straightforward either. The Australian Industrial Chemicals Introduction Scheme (AICIS) explains that whether an ingredient counts as naturally occurring depends on how it's extracted and processed, not just whether it started life as a plant.
So when you see a big, vague promise on the front of a pack, it's worth turning it over.
What to look for instead
1. A specific claim
"Fragrance free" tells you something. "No added preservatives" tells you something. "Chemical free" doesn't. Specific claims are easier to check and harder to fudge.
2. The ingredient list
Personal care products in Australia list their ingredients, usually in descending order of quantity. That's where the real information is. If you know you react to something, such as a particular preservative or fragrance, this is where you'll find it.
3. An independent certification
A certification means someone other than the brand has checked the claim against a published standard. For textiles, one of the best known is OEKO-TEX® STANDARD 100. Certified products are independently tested for a long list of harmful substances, and the standard has product classes, with Class 1 the strictest, for baby articles.
A certification only covers what it says it covers, so it's worth knowing what each one is for. A textile certification tells you about the textile. A compostability certification tells you how a product breaks down. Neither one is a blanket "safe" stamp.
4. A brand that answers questions
If you can't find what you need on the pack or the website, ask. A brand that's confident in its product should be able to tell you what's in it.
How we describe ZERO wipes
We'd rather tell you exactly what's in our wipes than slap a vague word on the box. So here it is.
ZERO Baby Wipes are:
- Made from timber viscose, a fibre made from wood pulp.
- Dry, with nothing added. You just add water. Because there's no liquid in the pack, there's no need for preservatives, and we don't add fragrance.
- OEKO-TEX® STANDARD 100 Class 1 certified, meaning the material has been independently tested for harmful substances to the strictest class, for baby articles.
That's a lot more useful than "chemical free". It tells you what it is, what's been left out and who checked.
The same material goes into our Makeup Wipes and Cleaning Wipes.
A quick checklist
- Ignore "chemical free". Look for a specific claim instead.
- Read the ingredient list, especially for anything that touches skin every day.
- Look for an independent certification, and check what it actually covers.
- If you're unsure, ask the brand.
- If you're worried about a skin reaction, talk to your GP or pharmacist.
FAQ
Is anything truly chemical free?
No. Everything is made of chemicals, including water and air. The useful question is which ones, and how much.
Is "natural" better than "synthetic"?
Not automatically. Some natural substances are irritants and some synthetic ones are very well tolerated. Look at the specific ingredient rather than the category.
What does OEKO-TEX® STANDARD 100 Class 1 mean?
It's an independent textile certification. Products are tested for harmful substances, and Class 1 is the strictest class, for baby articles.
Sources
- ACCC: Making environmental claims, a guide for business
- AICIS: Natural and organic ingredients
- Applied Sciences (MDPI): chemophobia and chemical risk perception
- Consumer perceptions of naturalness (PMC)
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What's In (and Not In) ZERO Baby Wipes
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