Our Commitment
Our Commitment

Well-Being Starts With Understanding

83% of people think there should be one meaning for what type of ingredients can be in a personal care product labeled "natural." *

Unfortunately, that is not always the case. In fact, some brands that are labeled "natural" have virtually no natural ingredients at all.

With so much confusion in the marketplace today, we want to help you understand what truly natural personal care products really are and why they’re so much better.

Natural Ingredients

What Is Natural?

We define natural ingredients and natural processes by a strict set of guidelines that meet The Natural Standard. Get to know these guidelines and why truly natural products are so much better for you.
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Natural Seal

The Natural Standard

We’ve worked with other companies and organizations in the personal care products industry to define “natural.” Now, there is one standard for products carrying the designation “natural” on their labels.
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Read Your Labels

Read Your Labels

Knowing what's really in the products you use makes a difference. With our tips and tools, you can become an expert at reading labels and making the best choices when it comes to picking personal care products.
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* 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.

Have You Read Your Labels Lately?

We believe that what's not in our products is as important as what is. Read a few tips on what to look for.

Get Answers About Our Ingredients

See the questions most frequently asked about the ingredients we use — and find out the answers.

The Natural Standard

Want to learn all the criteria products must meet to be considered truly natural and wear the Natural Seal?