First Personal Care Products Certified Under New Natural Seal and Standard Program

The first health and beauty care products to be certified as truly natural by the Natural Products Association were announced today and are set to hit store shelves in the very near future (see list below or go to Products from Aubrey Organics, Burt’s Bees and J.R. Watkins Apothecary have met the program’s strict criteria and are entitled to display the seal.

The new program, launched earlier this year, will help consumers identify truly natural products amidst the sea of products that claim to be natural, but use synthetic ingredients or are heavily processed.

“This seal is a great service to shoppers who want truly natural products because they care about what they put on their skin,” said the association’s Daniel Fabricant, Ph.D., vice president of scientific and regulatory affairs. “With this seal, shoppers can be confident that the product is natural, safe, responsible and sustainable. From now on, when you see this seal, you’ll know it’s real.”

With public interest in natural personal care products growing stronger each day, consumers are very confused about what constitutes a “natural” product. A recent survey by Yankelovich showed that:

More than three of every four (78%) American women think natural personal care is currently regulated or don’t know if it is, while nearly all (97%) think it should be.

Two of every three American women think a personal care product labeled “natural” should contain at least 95% natural ingredients

Under the new program, products must follow strict guidelines set out by the Natural Products Association to merit bearing the seal. The criteria include, but are not limited to:

The product must be made up of at least 95% truly natural ingredients; of ingredients that are derived from natural sources
No ingredients with any potential suspected human health risks
No processes that significantly or adversely alter the purity/effect of the natural ingredients
Ingredients that come from a purposeful, renewable/plentiful source found in nature (flora, fauna, mineral)
Processes that are minimal and don't use synthetic/harsh chemicals or otherwise dilute purity
Unnatural ingredients only when viable natural alternative ingredient are unavailable and only when there are absolutely no suspected potential human health risks

The full set of criteria can be found on the Natural Products Association Web site at


Aubrey Organics

Natural Lips autumn frost

Natural Lips blush pearl

Natural Lips mocha pearl

Natural Lips pink pearl

Natural Lips ruby frost

Natural Lips sheer pink

Natural Lips sugar clear

Burt's Bees

Burt's Honey Lip Balm 100%

Burt's Bees Beeswax Lip Balm tube 100%

Mama Bee Body Oil

Super Shiny Lip Gloss-Nectar Nude

Super Shiny Lip Gloss-Pucker Berry

Super Shiny Lip Gloss-Sweet Pink

Super Shiny Lip Gloss-Zesty Red

Hand Sanitizer

Baby Bee Buttermilk Lotion

JR Watkins-Natural Apothecary

Lemon Body Creme

Vanilla Body Creme

About the Natural Products Association

The Natural Products Association, founded in 1936 and headquartered in Washington, D.C., is the largest and oldest non-profit U.S. trade organization dedicated to the natural products industry. Currently, the association represents more than 10,000 retailers, manufacturers, wholesalers and distributors of dietary supplements, food and health and beauty aids.

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