The NPA, a non-profit organization representing more than 10,000 retailers, manufacturers, wholesalers and distributors of natural products, said that the latest move and proposed discounts were put in place to meet growing consumer demand.
The Natural Seal program, which was launched in 2008, has awarded the standard to almost 500 products and ingredients in that timeframe.
Its aim, said the NPA, is to make it easier and affordable for manufacturers to make natural products that are competitive with conventional beauty products.
“Consumers want truly natural products and manufacturers need natural ingredients to formulate those products. With all these NPA-certified natural ingredients at their fingertips, there’s no reason not to make truly natural products,” said Daniel Fabricant, vice president of global government and scientific affairs.
Audit process to certify ingredients and products
Fabricant told CosmeticsDesign.com USA that, under the Natural Seal certification programme, a third party audit has to take place to establish how products are made and how ingredients are formulated and processed.
An ingredient can only be ‘Certified Natural’ if it is deemed 100 percent natural, whereas a finished product may be certified if synthetic ingredients were used only where natural ones could not suffice.
“When it comes to finished products it makes our job a lot easier if we have already seen and certified the ingredients,” he continued.
Key ingredient discounts
The key discounts include 25 percent off certification for products containing four or more NPA-certified ingredients, and 50 percent off certification for products using only NPA-certified ingredients.
“The NPA certification program has been highly successful, with hundreds of products and ingredients earning natural certification. This new discount shows our ongoing commitment to helping millions of consumers find natural products that support and enhance their natural lifestyles,” said John Gay, executive director and CEO.
NPA hopes the discounts will persuade manufacturers to opt for natural ingredients and to produce ‘Certified Natural’ products.
Fabricant explained the aim is to create natural products that do not vary in price or quality from their synthetic counterparts, and believes the NPA has already come along way in achieving this.
Strong consumer demand for natural products
A global market analysis report issued by Kline earlier in the year showed that while health and natural food stores traditionally held the natural and organic cosmetic market, mass retailers have been rapidly catching up. The mass market now represents the fastest growing retail channel for this industry segment.
Since the program started two years ago, over 300 personal care products have been NPA-certified, driven by consumer demand despite the recession, according to NPA.
NPA claim the program was so popular in North America upon launch that NPA expanded it to include home care products.