Setting a Standard for 'Natural' Beauty Products

Natural and organic have become the trendy buzz words in the beauty industry. Unfortunately, many consumers don't realized that currently there is no standard set on just how "natural" products must be in ordered to be labeled "natural". Companies marketing cosmetics, body lotions, soaps and shampoos have no problem slapping a "natural" label on their products even if they only contains a drop or two of essential oils.

However, this spring the rules are about to change. Burt Bee's is leading the charge in the industry and is working with the Natural Product Association to make sure that products contain at least 95 percent natural ingredients and contain no harmful ingredients in order to be identified as natural. Products that meet the criteria will receive a corresponding seal.

Additionally, Whole Foods Market just launched a labeling effort of their own to help their shoppers identify safe, effective, eco-friendly products. Specifically, they must contain mild preservatives (no parabens or formaldehyde-releasing preservatives), gentle surfactants, and natural fragrances, and sunscreens cannot contain chemicals. Products that meet their standards get the company's Premium Body Care seal.

Both initiatives are aimed to set a new industry bench mark that should help consumers find their way through the confusing claims while forcing companies to make natural, high-quality products.

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