Melissa LaFreniere  |  May 29, 2015

Category: Consumer News

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all-natural-logoIf you purchased an “all natural,” “natural,” or “100% natural” personal care product and are curious if the item is what it claims to be, the Natural Products Association (NPA) guidelines can help.

The NPA Natural Standard and Certification for Personal Care Products is an established set of rules for consumers and manufacturers to determine if a “natural” label is accurate.

The Natural Standard guidelines apply to all personal care products regulated by the U.S. Food and Drug Administration including lotions, lip balms, makeup, hair treatments, toothpaste, cosmetics, deodorants, and mouthwash.

Natural Standard Overview

In order for a personal care product to be accurately labeled “natural,” “all natural”  or “100% natural” it must follow the Natural Standard, which includes the following guidelines:

  • It must be safe: A natural product should not include any ingredient that is known or suspected to be a health risk.
  • It must be responsible: A natural product did not participate in animal testing during any of the stages of development.
  • It must contain natural ingredients:  A natural product is made up of only, or almost only, natural ingredients. The natural product is manufactured in a way that preserves ingredient purity.
  • It must be sustainable: A natural product must be environmentally conscious by using biodegradable ingredients and environmentally friendly packaging.

According to the NPA Natural Standard, personal care products should include ingredients found in nature (flora, fauna, mineral) and exclude any petroleum compounds. The Natural Standard also requires that companies fully disclose product ingredients and provide proof that 60 percent of the products in their brand line meet Natural Standard guidelines.

All Natural Labeling

More products than ever before are using a “natural,” “100% natural,” or “all natural” label marketed to consumers who don’t mind paying a higher price for a healthier product. All-natural skin care is the most commonly purchased personal care product in the country, followed by hair care products and cosmetics. Natural personal care products generate billions of dollars in revenue in the United States each year.

As popular as these products are, marketing experts warn that not all “natural” labels meet the Natural Standard. Some companies place “natural” labels on products that contain chemicals, artificial colors and other synthetic ingredients.

This has left health-conscious consumers feeling misled and some have chosen to take legal action against companies who have falsely marketed personal care products as all natural.

Natural, All Natural, 100% Natural Lawsuits

The Federal Trade Commission enforces federal consumer laws that make it illegal for companies to mislabel products to generate sales. Companies must accurately portray their products in packaging and advertising. If a company or manufacturer is accused of false advertising a personal care product it could face FTC action.

All-natural consumers who purchased a product because of its natural label and later found that the product did not meet natural standards may have legal claim. Contact a personal care product lawyer to see if you can join an All Natural class action lawsuit.

Free All Natural Personal Care Products Class Action Lawsuit Investigation

Did you purchase a personal care product because the label said it was “Natural,” “All Natural,” “100% Natural” or used a similar term? You may be eligible to join a free class action lawsuit investigation and pursue compensation for your purchase(s) due to the potential use of deceptive labels and/or marketing.

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