Online Exclusives

NPA Defines What's Natural in Personal Care

May 1, 2008

Burt's Bees and Weleda are on hand as new certification process and seal is unveiled in New York City.

 

The new NPA seal was unveiled May 1.

NPA Defines What’s Natural in Personal Care


Burt’s Bees and Weleda on hand as a new certification process and seal is unveiled in New York City.




Christine Esposito
Associate Editor



With the number of natural products and sales skyrocketing, the natural personal care market has been a hotbed of activity in recent years. And some also say a hotbed of controversy, too.


As consumer demand for green products continues to rise, the market has become flooded with new companies positioning themselves and their products as natural. But according to hard core natural product companies, there is hardly anything “natural” about many of them, and in fact, they are doing the natural products market—and consumers—a disservice.


By using naturals as a marketing tool rather than a corporate philosophy and formulation methodology, companies are watering down the meaning of what is truly natural and causing confusion for consumers.


The Natural Products Association (NPA), the U.S.’s largest and oldest non-profit organization dedicated to the natural products industry, is out to set the record straight by defining criteria that will explain exactly which products in the $7 billion natural personal care market are really natural.     


Representing more than 10,000 retailers, manufacturers, wholesalers and distributors of natural products, the association unveiled a new voluntary standard and certification program that defines natural and includes a special seal at a press conference held in New York City on May 1.


The standard was developed by a team of experts from NPA and an advisory panel that included representatives from natural personal care manufacturers that included Burt’s Bees, Weleda, Aubrey Organics, W.S. Badger, Farmaesthetics and Trilogy Fragrances.


A main goal of the standard, according to NPA, is to better educate consumers.


Erk Schuchhardt, president and CEO of Weleda North America, discusses the impact of the NPA standard program in New York City.
“Now that this industry has reached a certain critical size, we feel there is a need to address the consumer confusion on this issue,” said Erik Schuchhardt, president and chief executive officer of Weleda North America, who serves as an advisor on NPA’s Natural Personal Standard and Certification Program committee.


Committee chair Mike Indursky, who is chief marketing and strategic officer of Burt’s Bees, said consumers are being mislead by companies—even those that are “well-intentioned”— which tout “products that aren’t natural, but are positioned that way.”  


Experts on the panel suggest as little as 20% of the products in the $7 billion natural personal care products marketplace are truly natural.


According to Mr. Indursky, the natural products industry has a responsibility and that is why “we band together as competitors to do the right thing for the consumer.”

 

The Standard



Under the new program, products must follow strict guidelines set out by NPA. The basic criteria states that the product must be made up of at least 95% truly natural ingredients or ingredients that are derived from natural sources and it can’t contain ingredients with any suspected human health risks or
 Mike Indursky, chief marketing and strategic officer, Burt's Bees.
use processes that significantly or adversely alter the purity/effect of the natural ingredients. In addition, ingredients must come from a purposeful, renewable/plentiful source found in nature (flora, fauna or mineral). Non-natural ingredients can be used only when viable natural alternative ingredients are unavailable and only when there are absolutely no suspected potential human health risks, according to NPA.


So what products are out of bounds? Parabens, sodium lauryl sulfate, petrolatum/mineral oil/paraffin, chemical sunscreens such as avobenzone and oxybenzone, glycols, phthalates, ethoxylated ingredients (sodium myreth sulfate and sodium laureth sulfate, PEGs or PPGs) ethanolamines such as MEA/DEA/TEA, synthetic polymers and formaldehyde donors are all prohibited. More specific details on the standard are available at NPA’s website, www.naturalproductsassoc.org

Clearing The Clutter



The NPA and members on the advisory board are billing the standard as a way to bring clarity and transparency and clear the “clutter” in the marketplace—not to be exclusive, point fingers or “slam” synthetic ingredients.


“We are trying to lift everyone up,” said Curt Valva, general manager of Aubrey Organics. “The idea is to bring people up...but to do so, you have to formulate up to these standards.”


Mr. Schuchhardt of Weleda added that they are “ raising the bar as far as formulation and transparency is concerned.”


Companies that seek certification will need to have 60% of their products certified before they can use the seal. NPA expects the first products sporting the new seal to roll out in the coming months.
blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Voyage to Better Skin

    Voyage to Better Skin

    June 13, 2016
    Skin Inc. rolls out new light-based device to US market.

  • Patent Update

    Patent Update

    June 9, 2016
    Avon’s use of melicope extract, skin care with SPF and chicory root, microdermabrasion cream and more in recent patents.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • From Greenville to Guangzhou

    From Greenville to Guangzhou

    Christine Esposito, Associate Editor||March 14, 2016
    South Carolina start-up BabyBlossom has big plans for its nontoxic baby products line...in China.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.