May 1, 2008 —The Natural Products Association announced a new certification program which defines the term “natural” and includes an easily-identified seal. Shoppers can expect the seal to begin appearing on certified personal-care products in the coming months.
With public interest in natural personal-care products growing, research confirms consumers are confused about what constitutes a “natural” product. A recent survey by Yankelovich, a marketing firm, showed that:
• Three-quarters (78 percent) of American women think natural personal care is currently regulated or don’t know if it is, while 97 percent think it should be.
• Two-thirds of American women think a personal care product labeled “natural” should contain at least 95 percent 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 say that:
• Products must be made up of at least 95 percent truly natural ingredients or 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 or effect of the natural ingredients,
• Ingredients that come from a renewable/plentiful source found in nature,
• Processes that are minimal and don’t use synthetic chemicals or otherwise dilute purity, and
• Non-natural ingredients are used only when viable natural alternative ingredients are unavailable and only when there are no suspected human health risks. The full set of criteria can be found on the Natural Products Association Web site at www.naturalproductsassoc.org/certifiednatural.
Source: Natural Products Association, www.naturalproductassoc.org