NATRUE’s natural personal care criteria (NATRUE Standard Level 1) will be used as a foundation for the development of an American version, which will help establish a globally recognized definition of ‘natural’ in personal care products, including cosmetics, oral care and personal hygiene products.
A recent survey of eco-friendly buying habits found that many consumers are skeptical of the term ‘natural’ on product packaging, with 65 percent saying that they would like to see the term “certified” for both processes and ingredients. This finding identifies an unmet need for personal care manufacturers.
“In the absence of a standard definition, consumers often question the term ‘natural’ on personal care products as to what it actually means,” said NSF International Standards Director Jane Wilson. “By collaborating with NATRUE, consumer groups, industry experts and regulators, the American national standard for natural personal care products will define, in line with NATRUE’s Label approach, the use of the term “natural” helping to protect and promote authentic and quality natural personal care products
NSF International will develop the new natural personal care standard utilizing an consensus-based process that allows for balanced participation from key stakeholder groups, including regulators, personal care manufacturers, trade associations, product retailers and other stakeholders from the natural personal care products community.
NSF International encourages all industry and regulatory experts to participate in the standards development process. The first stakeholder meeting to discuss the development of the new standard for natural personal care products will be held Thursday, March 10, at the Natural Products Expo West trade show in Anaheim, California.