In an era where the term "natural" has become increasingly convoluted and open to interpretation, we carved out a new skincare philosophy for Burt's that shifted the conversation from being nature-centric to human-centric: the messaging platform 'Nurture the Life of Your Skin' creates a dialogue around what the skin needs to thrive, its inherent symbiosis with nature, and the simple idea that the skin is a living, breathing organ and when it's working well, it looks beautiful – naturally.