Picture the modern shopper standing in the supermarket aisle. They are holding a bottle of shampoo. The label says "Natural," "Eco-Friendly," and "Sustainably Sourced." Ten years ago, they would have tossed it in their cart without a second thought. Today? They pause. They narrow their eyes. They pull out their phone. They are skeptical. They know that "Natural" is a unregulated term. They...