I've seen a boom in "non-toxic" or "chemical-free" cleaning products/DIY cleaning recipes and cosmetics lately. I'm interested to know, what is the correct term for these products? As far as I understand, companies use these phrases to market products they believe to be less detrimental to our health with long-term exposure. However, my understanding is that these phrases may not be accurate. For example, I know that water is a chemical. Citric acid is a chemical. Some bloggers and companies use the phrase "chemical-free" but they're cleaning with lemons i.e. Citric acid, a chemical.

The same goes for "non-toxic" makeup. Surely most substances are toxic with overexposure? I think it's great that people are trying to promote healthy alternatives to chemicals that are in our personal care and cleaning products, especially if evidence has been presented showing there may be potentially negative health consequences (for example phthalates and paragons) however, I'd like to know the correct term.
Thank you

Update 2016-06-16