A product may be promoted as containing 100% aloe vera for instance but this does not mean that the entire product is necessarily aloe vera.
It could mean that the amount of aloe vera used in a product is 100% i.e. pure aloe vera which has not been diluted with anything else – but the product itself is not wholly made up of aloe vera as it has other ingredients as well.
It might also be questionable whether the ‘100%’ ingredient has been included in sufficient amounts to have any effect – maybe it is just there on the label as a marketing ploy to help sell the product.
Another bit of smoke & mirrors nonsense…what do you think?