A New Certification Program for Naturals

The Natural Products Association announced today a new certification program which defines natural and includes an easily-identified seal. Shoppers can expect the seal to begin appearing on certifier personal care products in the coming months.

According to a recent survey by Yankelovich, 78% of American women think natural personal care is currently regulated or don’t know if it is, while nearly all—97%—think it should be. Moreover, two of every three American women think a personal care product labeled “natural” should contain at least 95 percent natural ingredients.

“People want natural products because they are good for them and good for our environment,” said Debra Short, president of the Natural Products Association.  “But anyone could claim their product was ‘natural,’ even if it had 100 percent synthetic or petroleum-based.  That wasn’t fair to consumers or to companies who make truly natural products, and this seal will help end all that confusion.”