The natural personal care market is full of brands misleading consumers to think their products are natural or organic when in fact only a small fraction of the ingredients used are of natural or organic origin. With the NPA’s certified natural seal of approval personal care products can now convey a message of authenticity and trust to consumers who want truly natural products.
The two year old natural standard certification program certifies products that follow strict guidelines which state that products must be made up of at least 95 percent natural ingredients that come from a renewable or plentiful source found in nature (floral, fauna, mineral). Additionally, non-natural ingredients are allowed only when viable natural alternative ingredients are unavailable and only when there are absolutely no suspected potential human health risks. Products cannot use animal testing beyond what is required by law.
“The demand for natural products continues to grow – even in the face of the recession,” said John Gay, NPA’s executive director and CEO. “Consumers are more and more concerned about the quality and purity of the products they use every day. We are delighted to provide this important service to those looking for truly natural products, and to retailers and manufacturers who want to fill that need.”
NPA also certifies ingredients as natural. These 100-percent natural ingredients can be used by manufacturers to develop products that are in compliance with the natural standard. Currently, there are 100 certified natural ingredients.
The full criteria, certified products list, certified ingredients list, and NPA’s natural certification program for home care products, can be found at www.thenaturalseal.org.