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Defining the Future of Naturals

By: Leslie Benson
Posted: March 5, 2008, from the March 2008 issue of GCI Magazine.

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In which ways are some of your products natural, organic or both, and what is the controversy in the beauty industry about the difference between the terms?
Debbie Ludington:
Natural, to us, means that we can understand the ingredients.

Mike Indursky: Anything less than 100% organic can and often does contain synthetic ingredients, including those that are potentially harmful, such as parabens and phthalates. That is precisely why there needs to be a natural standard to first determine if the product is natural. Only then should it be determined if it is also organic and to what extent .. Burt’s Bees defines natural as ingredients that come from a purposeful, renewable source found in nature (flora, fauna, mineral) and processes that are minimal and don’t use synthetic/harsh chemicals, or otherwise dilute purity.

In the interest of helping consumers navigate this confusing landscape, we are working with the Natural Products Association and our competitors to develop The Natural Standard, one clear definition for “natural,” and a corresponding seal that consumers can recognize when seeking truly natural personal care products to maximize their well-being. The seal will be unveiled in spring 2008.

Vorravit Siripark: We define natural products as products with a minimum 95% of the total ingredients being natural ingredients or of a natural origin, while we define organic products as products which meet the natural definition, and within those natural ingredients at least 50% must be certified as organic. [Our] collection uses organic ingredients certified by the [U.K.] Soil Association.

Ido Leffler: Yes To Carrots products are both .. In addition to carrots, Yes To Carrots contains other orange fruits and vegetables—all sources from Israeli farmers holding a nationally recognized certificate proving they have met stringent standards set forth from the Israeli [Bio-]Organic [Agricultural] Association.