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 www.naturalproductsassoc.org/certifiedproducts). 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 www.naturalproductsassoc.org/certifiednatural.
LIST OF INITIAL PRODUCTS CERTIFIED UNDER NATURAL STANDARD PROGRAM
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 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
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.