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If you were to draw a venn diagram of my interests and the more crunchy granola all natural crowd, there would be a lot of overlap. We both care deeply about taking care of our planet, each other, and ourselves, including what we put in and on our bodies. Targeted online advertising recognizes this, and shows me things that sometimes make my eyes roll. Because while all of the above is true, I’m also have a degree in biology and a deep belief in science and data.

So when I see claims like, “Beeswax candles clean the air,” well, it I get a little bit twitchy. Clean the air how? It makes it sound like the candle is somehow removing something found in the air, therefore leaving the air more pure.