Setting the Natural Standard

78% of people think that natural personal care products are regulated—97% of people think they should be.*

The fact is, they're not.

Without a clear definition of what "natural" is and isn't, how can you be sure that the products you're buying are what you think they are? You can't.

Unfortunately, not every personal care product labeled "natural" actually is natural. To help you understand the difference, we're Setting The Natural Standard, a list of guidelines for what we believe any natural product should and should not contain, as well as how it should and should not be made.

The Natural Standard

86% of people agree that there should be a label or symbol to certify what is a "natural" personal care product. We agree. We are working with the industry to develop a universally recognized and regulated standard and corresponding seal that we hope will go on all products that meet the following criteria:

All products that are labeled "Natural" must:

• Be made with at least 95% truly natural ingredients
• Contain no ingredients with any potential suspected human health risks
• Use no processes that significantly or adversely alter the purity/effect of the natural ingredients

What "natural" is:

• Ingredients that come from a purposeful, renewable/plentiful source found in nature (Flora, Fauna, Mineral)
• Processes that are minimal and don't use synthetic/harsh chemicals, or otherwise diluting purity

When a non-natural ingredient can be used:

• Only when there is no viable natural alternative ingredient available and
• Only when there are absolutely no suspected potential human health risks

Ingredients that we believe should never be used:

• Parabens - Synthetic preservatives that are potential toxins and endocrine disrupters
• Sulfates (Sodium Lauryl/Laureth Sulfate) - Synthetic cleansing agents that potentially damage the lipid layer of your skin
• Chemical Sunscreens (Parsol 1789/Oxybenzone) - Synthetic sunscreens that get absorbed and potentially disrupt hormone balance
• Petro Chemicals (Petrolatum/Mineral Oil/Paraffin) - Non-renewable byproducts of crude oil with potentially dangerous impurities
• Glycols - Synthetic chemicals that potentially draw other chemicals into the bloodstream
• Pthalates - Synthetic fragrance components that are potential toxins
• PEGs or PPGs - Synthetic ingredients processed with ethylene oxide, a toxic residual impurity
• DEA/TEA - Synthetic stabilizers that can react with other ingredients in products and form nitrosamines, a known carcinogen
• Formaldehyde Donors (DMDM Hydantoin/ Diazolidinyl Urea/ Methylisothiazolinone) - Potential effect of some preservatives degrading over time and releasing small amounts of formaldehyde, a known carcinogen
• 1, 4-Dioxanes - Accidental by-products from ethoxylation (common ingredient processing), which are not declared on ingredient labels and are classified as possible carcinogens

Processes that we believe should never be used:

• Ethoxylation, Sulfination, Polymerization and unfavorable varieties of Quaternization - Industrial processes using caustic solvents that leave residual compounds and impurities that may end up concealed in the final consumer product