Application for Natural Seal Now Available

Seal part of new Natural Standard program certifying natural skin and hair care products with an easily identifiable seal

The application form for the new Natural Seal certification program is now available online at the Natural Products Association Web site. This posting follows the May announcement of a new Natural Standard program by the Natural Products Association to help consumers determine what truly is and is not “natural” when it comes to beauty and hair care products. As the demand for “natural” personal care products such as lotions, balms and shampoos continues to soar, manufacturers are responding with a host of new products. Until the program was announced, consumers had no idea what was truly natural since there was no standard definition of the term used by industry.

To end this confusion and help consumers, the new certification program defines natural and includes an easily-identified seal that will appear on certified personal care products. The new program has generated a large response from companies eager to prove that their products are indeed natural. This newly posted application will allow companies to begin to earn the right to display the seal, which shoppers can expect the seal to begin appearing on certified personal care products in the coming months.

“People want natural products because they are good for them and good for our environment,” said Debra Short, president of the Natural Products Association. “But anyone could claim their product was ‘natural,’ even if it had 100 percent synthetic or petroleum-based. That wasn’t fair to consumers or to companies who make truly natural products, and this seal will help end all that confusion.”

The full set of criteria for the Natural Standard and Seal can be found on the Natural Products Association website at The full application can be found here or by visiting

The Natural Products Association Standard is science-based and was developed by a team of experts from the association and natural products manufacturers. The advisory panel drew from a variety of sources, including relevant international standards, third-party organizations, existing research, and years of experience in the field. Advisors to the association are the leading natural personal care suppliers and manufacturers, including Aubrey Organics, Burt’s Bees, Badger Balm, California Baby, Farmaesthetics, Trilogy Fragrances, and Weleda.

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