WASHINGTON—Natural personal care products are more pervasive than ever; and the quality of these products is only getting better. The Natural Products Association (NPA) announced more than 300 natural personal care products have been certified through its two-year-old natural standard certification program. This is a much-needed certification due to natural’s subjectivity. And its translating well to consumers and strengthen their trust in the term natural and the natural personal care sector as a whole.
"As the only standardized definition of the term 'natural' used by the personal care industry, the NPA natural certification program has set the bar for truly natural products,” said Cara Welch, Ph.D., NPA's Scientific and Regulatory Affairs manager said. “And as strict as the criteria are now, we are committed to strengthening the standard in the years to come."
John Gay, NPA’s executive director and CEO, added: "The demand for natural products continues to grow—even in the face of the recession. Consumers are more and more concerned about the quality and purity of the products they use every day. We are delighted to provide this important service to those looking for truly natural products, and to retailers and manufacturers who want to fill that need.”
Under NPA's program, to merit bearing the seal, products must follow strict guidelines set by the association. Products must be made up of at least 95-percent natural ingredients—coming from a renewable or plentiful source found in nature (flora, fauna, mineral). Non-natural ingredients are allowed only when viable natural alternative ingredients are unavailable, and only when there are absolutely no suspected potential human health risks. Products cannot use animal testing beyond what is required by law, and must use a majority of biodegradable and post-consumer recycled content in their packaging.
NPA also certifies ingredients as natural. These 100-percent natural ingredients can be used by manufacturers to develop products that are in compliance with the natural standard. Currently, there are 100 certified natural ingredients.