
What labels don’t tell you – and why it matters.
Can you trust everything that you read on a label are the only ingredients in your product? Many personal care and household products sold in the US claim to be “natural,” “non-toxic,” or “safe for daily use.” But our research at Million Marker Research Institute found something very different. In fact, 88% of the products we tested had at least one harmful chemical that wasn’t listed on the label.
Even products marketed as “clean,” “organic,” or “chemical-free” can contain substances that may harm your health. You can read our complete findings here, but we’ve summarized the key points in this article.
Why Labels Aren’t Telling the Full Story
When you read a label, you expect to see everything that’s inside the product. However, many companies use vague terms like “fragrance” to hide dozens of ingredients. Exact ingredients lists of fragrances are protected under “trade secrets.” Therefore, almost anything can be in fragrances.
Other times, brands don’t list chemicals on their labels because these chemicals end up in their products by accident. This happens through contamination or poor quality control.
Even when companies try to create safe formulas, they can still end up with hidden ingredients. That’s because contamination can happen at many stages—from suppliers, packaging, or factory equipment. Therefore, reading the label often gives only part of the picture.
What We Tested and How
We tested 67 common products across six everyday product categories: shampoo, lotion, body oil, sunscreen, hand/body wash, and cleaning products. These were products actually used by our customers.
We first sorted products into three groups:
-
Go – Safe to use based on the label
-
Slow – Use with caution
-
Stop – Avoid due to known harmful ingredients
We reviewed the labels using data from trusted sources like the EPA’s CompTox database and PubChem [1][2]. Then, we tested the products in a lab using advanced equipment (GC-MS) and AI software to uncover all chemicals present, including those not listed.
What We Found Inside These Products
What we found was shocking. The average product had 46 different chemicals, but only 18 were listed on the label. Across all 67 products, we detected 251 unique substances. Many were linked to serious health concerns and are considered hazardous chemicals, including endocrine disruptors, synthetic preservatives, and potential carcinogens.
Key Results:
-
88% of products had at least one harmful chemical not listed
-
100% of body oils contained undisclosed chemicals
-
61% of products rated “Go” had to be downgraded after testing
-
39% had fragrance chemicals not mentioned on the label
-
40% contained harmful plant-based (botanical) ingredients
-
57% showed signs of contamination
-
22% made false claims like “paraben-free” or “natural”
Even the products with “safe” or “clean” marketing claims were often misleading.
Why Hidden Chemicals Are a Health Risk
Hidden chemicals in everyday products may seem like a minor issue, but the health risks they pose can be serious. Many of the substances we found in our testing are classified as endocrine-disrupting chemicals or EDCs.
These compounds can interfere with the body’s natural hormone functions, even at low levels. Scientific studies have linked EDCs to a wide range of public health concerns, including infertility, miscarriage, breast cancer, obesity, type 2 diabetes, and developmental and neurological issues [3][4][5][6][7][8][9][10].
What makes the situation more concerning is how these chemicals enter the body. People are exposed through everyday use—by applying products to their skin, inhaling sprays and air fresheners, or even ingesting trace residues through contaminated food packaging [11].
Since these exposures are frequent and long-term, the risks increase over time. Many individuals believe they’re making safe choices by selecting products labeled “natural” or “non-toxic.” As we’ve found, without proper testing, they may still be unknowingly putting their health at risk.
The Problem with US Regulations
In the United States, there are very few rules about what companies must list on product labels. Out of the estimated 86,000 chemicals used in products today, only about 1% have been properly studied for safety [12].
Companies are allowed to use terms like “natural,” “chemical-free,” and “non-toxic” even if they can’t prove it. The government doesn’t always check if these claims are true unless someone files a complaint.
Other countries are taking stronger action. The European Union bans many more hazardous chemicals and requires more testing [13]. In the U.S., consumers are often left to figure things out on their own, putting public health at greater risk.
Product Labels vs. Reality
Our testing revealed just how unreliable product labels can be. Here’s what we found:
-
7 products rated “Go” based on the label were actually “Stop” after testing
-
10 “Slow” products had to be moved to “Stop.”
-
Only one product was upgraded after testing
Body oils and cleaning products were among the worst. Many had toxic ingredients that weren’t listed, even though they were labeled “plant-based” or “natural.”
Misleading Marketing and False Claims
One of the biggest issues we uncovered in our testing was the gap between what products claimed and what they actually contained. In over one-fifth of the products we tested, the packaging or website made statements that were simply not true.
For instance, several items labelled as “phthalate-free” were found to contain phthalates. Similarly, lotions that were marketed as “paraben-free” still included methylparaben or propylparaben when tested. Products described as “non-toxic” also frequently contained harmful synthetic preservatives or UV filters that contradict the claim.
This type of marketing can be especially dangerous because it gives consumers a false sense of security. People trying to make healthier choices are often misled by labels that seem trustworthy on the surface.
Although the Federal Trade Commission (FTC) does have rules against deceptive advertising and can fine companies for false claims, enforcement is inconsistent and reactive. Without reliable third-party testing, it’s nearly impossible for consumers to verify the truth behind a product’s marketing. This highlights the need for more transparency and accountability in the industry.
Why Contamination Happens
Hidden chemicals can end up in products in many ways. Sometimes, the raw ingredients are already contaminated. Other times, factory equipment introduces chemicals during processing. Packaging materials can also leach harmful substances into the product.
In some cases, companies may add chemicals for better texture, smell, or shelf life, but choose not to list them. Even brands that want to make clean products may unknowingly use contaminated ingredients. The supply chain is complex, and unless companies test every step, problems can slip through.
Building a Safer Future: MMRI and the Purity Score
To solve this problem, we created the Million Marker Research Institute (MMRI), a nonprofit group focused on product safety. We’re also building a new rating system called the Purity Score.
The Purity Score will examine both the label and lab results to rate each product from 0 to 100. Products with harmful or hidden chemicals will be rated “Slow” or “Stop,” while safer products will earn a higher score.
This score will be available through a public portal so consumers can easily check what’s in their products. We’ll also share results with manufacturers and work with them to improve safety and transparency.
What’s Next: Expanding Our Testing
While our initial focus has been on personal care and cleaning products, we’re already moving forward with testing other items that are just as important to health and safety. One of our next research priorities is invisible orthodontics—clear aligners and mouth guards that may release microplastics or hormone-disrupting chemicals like BPA. These products sit in the mouth for long periods and can potentially leach substances directly into the body.
We’re also expanding our studies to include diaper rash creams. Despite being marketed for babies, many popular creams still contain harmful chemicals such as parabens and formaldehyde-releasing preservatives, which can affect development and long-term health.
Another area of concern is prenatal supplements. These products are vital for pregnant individuals, yet not all are held to consistent safety standards. We aim to test for hidden contaminants to ensure that people can trust what they’re putting into their bodies during such a crucial time.
With the support of our community and donors, we will continue to grow this work, testing a wider range of product categories, improving public awareness, and helping families make safer choices every day.
Take Action
MMRI’s goal is simple: help people make informed choices and support brands in creating safer products. Through a public-facing portal, we’ll make this data accessible to everyone, from consumers to manufacturers.
We’re currently raising funds to launch the portal and expand our testing to new product categories like invisible orthodontics, diaper rash creams, and prenatal supplements. Your support helps protect public health and drives real industry change.
Let's create a safer future - Contact us here today.
How We’re Helping: The Million Marker Approach
At Million Marker, we believe safety should be based on science, not guesswork. That’s why we created the Detect & Detox Test Kit. This kit helps you find out what harmful chemicals are in your body and which products may be causing it.
Here’s how it works:
- You log your personal care and cleaning products through our portal.
- You send us a urine sample.
- We test it using lab-grade technology to measure your exposure to 13 harmful chemicals.
- You receive a Chemical Exposure Report with:
- Your test results
- A review of your product ingredients
- Safer product recommendations
- Optional follow-up testing
This easy, at-home test gives you clear, science-backed steps to reduce your exposure to harmful chemicals. We can help you uncover what might be hiding in some of your favorite products…and what to do about it!
Resources
[1] https://www.epa.gov/comptox-tools/cheminformatics
[2] https://pubchem.ncbi.nlm.nih.gov/
[3] https://asu.elsevierpure.com/en/publications/breast-cancer-and-dietary-intake-of-endocrine-disruptors-a-review
[4] https://pubmed.ncbi.nlm.nih.gov/29328875/
[5] https://pubmed.ncbi.nlm.nih.gov/35395240/
[6] https://bmcendocrdisord.biomedcentral.com/articles/10.1186/s12902-018-0310-y
[7] https://pubmed.ncbi.nlm.nih.gov/27473347/
[8] https://pubmed.ncbi.nlm.nih.gov/31376593/
[9] https://pubmed.ncbi.nlm.nih.gov/29161633/
[10] https://www.mdpi.com/1660-4601/21/7/905
[11] https://ipen.org/sites/default/files/documents/edc_guide_2020_v1_6ew-en.pdf
[12] https://www.epa.gov/tsca-inventory
[13] https://www.europarl.europa.eu/factsheets/en/sheet/78/chemicals-and-pesticides