The Natural Standard
78% of people think that natural personal care products are regulated — 97% of people think they should be. *
The fact is, it’s not.
Without a clear definition of what “natural” is and isn’t, there’s been no way to know whether products are what they say they are. But, we're pleased to say that those days are over. Starting now, “natural” can – and will – have the same meaning across the personal care products industry.
What is the Natural Standard?
In order to help you identify truly natural products and maximize your well-being, Burt’s Bees, along with the Natural Products Association and other leading Natural Personal Care companies, developed The Natural Standard for Personal Care Products.
The standard is a set of guidelines that dictates which ingredients can and cannot be considered natural and ultimately, whether a product can be deemed truly “natural.” Under the standard, any product labeled “natural” must meet the following four criteria:
- Natural: A product labeled “natural” should be made up of natural ingredients and be manufactured with appropriate processes to maintain ingredient purity.
- Safety: A product labeled “natural” should avoid any ingredient that research shows may have a suspected human health risk.
- Responsibility: A product labeled “natural” should use no animal testing in its development
- Sustainability: A product labeled “natural” should use (bio)degradable ingredients and the most environmentally sensitive packaging.
Ultimately, The Natural Standard for Personal Care Products aims to clearly define what a “natural” personal care product is and what it is not. The standard encompasses all cosmetic personal care products as defined and regulated by the FDA.
What does it mean?
Simply put, as of May 1, 2008, The Natural Standard for Personal Care Products states that all personal care products labeled or branded “natural” must be made with at least 95% all-natural ingredients and contain only those synthetic ingredients that are specifically allowed under this standard and do not have any suspected human health risks.
The standard also requires that companies be transparent, fully disclosing their ingredients accurately and truthfully. They should strive to maximize their use of recyclable and post-consumer recycled content in packaging. And finally, they should avoid animal testing of ingredients or products.
How can you spot truly natural products?
Helping you to clearly understand and identify truly natural products is a key element of The Natural Standard for Personal Care Products.
To easily identify those products that meet the standard, the Natural Seal has been developed. You can rest assured that products carrying the Natural Seal truly are natural. Be sure to look for the Natural Seal on Burt’s Bees products starting later this year!
* This statistic comes from a survey conducted by TSC, a division of Yankelovich Partners Inc., to help bring attention to the need for setting The Natural Standard.