Our Commitment

86% of people agree that there should be a label or symbol to certify what is a "natural" personal care product.*

We agree, too, and The Natural Standard identifies what is and isn't natural!

We promise to stick to this standard, maintaining the highest ideals and never taking the easy way out. We will never compromise what is best for your experience and well-being, and will always be true to what we define as natural. We are working with others in the industry—organizations and other companies—to join us and adopt The Natural Standard in the interest of The Greater Good.

We believe natural products should be 100% natural.

Our products average 99% natural, with half being 100% natural. We will continue to strive for 100% natural on all our products, investigating all ingredients and the latest technologies to create the best products for your greatest well-being.

We believe companies should be transparent.

We think natural personal care products manufacturers have the responsibility to fully disclose their ingredients and any associated risks so that consumers can make the most informed decisions about the products they use. We list the percent natural on every product label and avoid ingredients with potential risks. What's more, we strive to educate consumers—and the industry—about those potential risks.

We believe all packaging should hold to the highest standard possible of environmental sensitivity.

We use packaging with the highest levels of Post Consumer Recycled (PCR) materials. Our packaging is designed to be recyclable and have the lowest impact to the environment possible.

We believe an animal should never be tested on to create a personal care product.

Plain and simple, we do not test on animals.