As the demand for “natural” personal care products – such as lotions, balms and shampoos – continues to soar, manufacturers are responding with a host of new products. Some are natural, some aren’t. But how is a shopper to know? Until now, consumers had no idea what was truly natural since there was no standard definition of the term used by industry.

That is no longer the case. To end this confusion and help consumers, the Natural Products Association announced on 6/4/2008 a new certification program which defines natural and includes an easily-identified seal. Shoppers can expect the seal to begin appearing on certified personal care products such as Aubrey Organics, Badger Balm, Burt’s Bees, California Baby, Farmaesthetics, Trilogy Fragrances, and Weleda in the coming months.