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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.

Health & Beauty

Burt's Bees

Burt's Bees is an "Earth Friendly, Natural Personal Care Company." We create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you. To make certain that all our products meet the highest standards, as well as our dedication to ensuring The Greater Good, our products are carefully crafted from time-tested, proven recipes using ingredients that are the best nature has to offer: beeswax, botanical and essential oils, herbs, flowers and minerals. These safe, effective ingredients have withstood the test of time.
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Aubrey

From the products we manufacture to the people we touch, we believe that how a company conducts its business is as important as what it sells. Ethics, values, environment, responsibility and leadership are all at the heart of Aubrey Organics. We have taken a leadership role in giving back to the earth, its people, and its culture, as we are all connected. That is only fair.
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Mychelle

MyChelle Dermaceuticals was developed for all skin types to balance, nourish and hydrate even sensitive skin by supporting the skin’s immune system. We search the world over for unique botanicals and fruit pulps, pioneering a new generation of skin care that delights health-conscious, educated consumers.
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Giovanni

Giovanni Cosmetics uses formulas that incorporate vitamins, herbs, minerals, proteins, nutrients and the purest of essential oils. The patented Giovanni PureOrganic Technology™ represents an exquisite blend of exotic organic oils, ripe-harvested from renewable plants at the peak of their freshness. The oils are cold pressed and refrigerated immediately to ensure maximum purity. The result is a change for anyone who chooses to indulge in
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Dr. Bronner's Magic Soap

Dr. Bronner’s Magic Soaps are synonymous with Old-World quality and time-honored simplicity, which can be traced back to the family’s German-Jewish soapmaking tradition. Born in 1908 to a Jewish family that had been making soap since 1858, Emanuel Bronner was the third generation certified as a master-soapmaker under the guild system of the time. In 1929, he brought his formulas for high-quality liquid and bar soaps to America, starting Dr. Bronner’s Magic Soaps in its current form in 1948.
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Jason

At JASON it is our mission to make the best and most effective natural products in the marketplace. And each year, with every new product we create, we continue to hold ourselves to that standard. Our unique formulations are infused with botanicals, plants, roots, herbs, proteins, vitamins and minerals, all from the earth. It has always been our belief that our beautiful planet gives us everything we need.
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Weleda

At Weleda, beauty isn’t something that’s made in a lab; it’s something that’s cultivated right from the earth. Carefully. Lovingly. And certainly without pesticides or chemicals. Those things aren’t beautiful to us. For nearly 90 years now, we’ve demonstrated that nature can nurture and the earth can heal. And so we grow our organic roses so you can glow youthfully. We gather golden arnica blossoms to tend to bruises and sprains. We harvest acres of Biodynamic® calendula for the comfort and health of newborn babies—and to inspire confidence in their cautious new parents.
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Larenim

Larenim is made from 100% minerals. Larenim is not drying, irritating or toxic to your skin. No talc, dyes, oils, or chemicals are used which cause enlarging of pores. Talc, which is similar to asbestos, can permanently stretch the pore wall and leach moisture from the skin, yet is used in most commercial makeup including those for oily skin.
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