The Natural Products Association says it is now receiving online applications from industry players for its certification program aimed at helping confused consumers to identify natural cosmetics. The online application is available through the association’s online portal, and backs up the program, which was launched in the United States this May as the Natural Standard program.
With the demand for natural and natural-based products soaring, so too is confusion over the definition of what actually constitutes a natural personal care product.
There are many products on the market that contain just a very small percentage of natural extracts or natural-based products, but still, the marketers of these products make claims that can lead consumers to think they are more natural than they actually are.
Compounding this problem is the fact that in the United States there is currently no one defining certification program or product seal.
This has come about due to a rash of international and national certification programs all vying for the attention of US consumers, which has often served to only make consumer confusion worse.