What is natural? According to Burt’s Bees, ingredients that come from a purposeful, renewable/plentiful source found in nature (flora, fauna, mineral). In addition, processes that are minimal and don’t use synthetic/harsh chemicals or otherwise diluting purity.
To understand the difference, Burt’s Bees plans to set “the Natural Standard,” a list of guidelines for what any natural product should and should not contain, as well as how it should and should not be made. Burt’s Bees is working with the industry to develop a universally-recognized and regulated standard and corresponding seal, in hopes that it will go on all natural products which meet the following criteria: be made with at least 95% truly natural ingredients, contain no ingredients with any potential suspected human health risks and use no processes that significantly or adversely alter the purity/effect of natural ingredients. A definition about what is and isn’t natural that the company hopes, by working directly with competitors and the industry, will clear up confusion while holding “natural” to the highest possible standards, said a press statement from Burt’s Bees.