The Natural Products Association (NPA) announced in May that it has
developed a new certification program to identify and distinguish truly
“natural” personal care products.1 As part of this program,
NPA has created a standard to define “natural” in terms of personal
care products, and products that meet this standard will be eligible to
bear NPA’s Natural Seal.
According to NPA, the natural personal care industry has grown
substantially over the past several years—5 times faster than
non-natural personal care products.2 Sales of natural
personal care products reportedly rose 17% in 2007 to reach $7 billion
in the United States. However, there has been no standard definition
for the term “natural,” and the use of the term is not regulated by any
government or inspecting body. Therefore, products may claim to be
natural even if they are mostly or entirely synthetic or
petroleum-based.
“As the natural personal care industry has grown, we’ve seen some
abuses of the term,” said Daniel Fabricant, PhD, NPA’s vice president
of scientific and regulatory affairs (oral communication, May 28,
2008). “That’s why consumers are confused.”
Dr. Fabricant explained that NPA developed its certification program
primarily to provide consumers with a tool for distinguishing those
products that have been verified as “natural” according to a high and
recognizable standard. He noted that many consumers are interested in
the health and environmental benefits of natural products, which is why
the term “natural” should not be misused as a marketing ploy. Further,
the new NPA program should assist the natural personal care industry by
clearly delineating those brands that are natural from those that are
not.
To qualify as “natural” under the NPA’s new standard, a personal
care product must consist of at least 95% natural ingredients or
ingredients derived from renewable sources found in nature.3
Such ingredients must not be suspected of any human health risks, and
the product’s manufacturing must not have included any processes that
could significantly or adversely alter the purity or effect of the
natural ingredients. Any unnatural ingredients should be used only when
viable natural alternatives are unavailable and only when there are
absolutely no suspected potential human health risks. Certain
ingredients are strictly prohibited under the NPA standard, including
parabens, sodium lauryl sulfate, petrolatum and paraffin, chemical
sunscreens, and phthalates, among other chemical ingredients and
preservatives. The full standard is accessible here.
Products certified under the NPA’s standard may carry the organization’s Natural Seal.1
Certification is obtained through an auditing process conducted by one
of NPA’s third party auditors. This process costs a fee, for which NPA
members will receive a discount. According to Dr. Fabricant, NPA
anticipates that the auditing process should take approximately 2 to 4
weeks to complete, although this may vary depending on the number of
ingredients in the product and other factors.
According to Dr. Fabricant, NPA has already received positive
feedback on the certification program from product manufacturers and
retailers, as well as from consumers. “The natural personal care
industry very much wants to move forward with certification,” said Dr.
Fabricant. “Across the board, people have been very positive about
this.”
“I think any sincere effort to strengthen the movement toward
greener ingredients that are healthier for users and for the
environment is commendable,” said Cindy Angerhofer, PhD, director of
botanical research for Aveda Corporation (e-mail, June 5, 2008). “I
have to say that many of the prominent companies that have been in the
business of selling natural personal care products for years have done
a pretty good job of defining and upholding their own standards. Their
reputations really depend on integrity, and the ‘natural’ consumer
tends to be pretty savvy. Of course, there is also abuse of the term
‘natural’ on product labels and advertising that is sometimes
well-intended and other times blatantly misleading. Occasionally, good
ingredients are denigrated more for competitive advantage than any real
shortcomings in naturalness or safety, so a broader trade perspective
in determining approved ingredients could represent a more balanced and
realistic standard. To this end, Aveda has been proactively
participating in the creation of environmentally responsible industry
standards for more than a decade.”
Morris Shriftman, CEO of the marketing communication firm Mozart,
Inc., and former senior vice president of marketing for Avalon Natural
Products, a manufacturer of natural cosmetics, remarked that NPA has
done a good job of defining “natural” and that the work NPA has done to
assist the natural personal care products industry should be honored
(oral communication, June 9, 2008).
Shriftman added, however, that more work still needs to be done to
address the larger issue of safety within the personal care industry.
“Chemicals of all kinds are pervasive in our lives today, and we need
significantly better safety studies and data,” said Shriftman. This
concern regarding safety led Shriftman to help develop Avalon’s
“Consciousness in Cosmetics” philosophy, which defines safety as a top
priority in the development of the company’s natural and organic
products. “You need to be aware that your skin is the largest organ of
your body, and it absorbs a lot of what you put on it,” said Shriftman.
“We really have to establish a greater awareness of long-term safety.”
The NPA’s Dr. Fabricant mentioned that NPA may eventually develop a
similar certification program for other sectors of the natural products
industry, such as natural food products or natural cleaning products.
Industry and consumer confusion has been particularly outspoken in
regards to the labeling of “natural” food products in recent years.4
The US Food and Drug Administration (FDA) has received 2 petitions to
define the term “natural” in regards to food products, to which the
organization has not formally responded and may not address in the near
future, reportedly due to limited resources. An FDA spokesperson
recently publicly commented that high fructose corn syrup should not be
considered a “natural” ingredient, although it has been included on the
labels of food products claiming to be “all natural.” Like natural
personal care products, natural food products and natural household
cleaning products have both been growing considerably in US sales.
—Courtney Cavaliere
References
1What’s “natural” when it comes to personal care
products? [press release]. New York, NY: Natural Products Association;
May 1, 2008. 2Natural Products Association Standard and
Certification Program for Personal Care Products [fact sheet]. May
2008. Available at: http://www.naturalproductsassoc.org/site/DocServer/Standard_Fact_Sheet_final__2_.pdf?docID=7061. Accessed May 22, 2008. 3Natural Products Association Standard and Certification for Personal Care Products. May 2008. Available at: http://www.naturalproductsassoc.org/site/DocServer/new_The_Natural_Standard_042208v01_final_050108_rev_0509.pdf?docID=7241. Accessed May 22, 2008. 4Heller L. HFCS is not ‘natural,’ says FDA. NutraIngredients.com. April 2, 2008. |