A press conference announcing the debut of the Natural Products Association’s (NPA) standard and seal for personal care products—the first natural standard for beauty and personal care products in the United States—took place at 9:00 a.m. on May 1, 2008, at the Mandarin Oriental Hotel in New York. It was an event that few knew of, and perhaps fewer embraced.
A panel of industry representatives that had worked on the development of the standard with Mike Indusrsky, one of the standard’s architects and a key advocate, attended the press conference, including representatives from the NPA, Aubrey Organics, Burt’s Bees, California Baby, Farmaesthetics, Trilogy Fragrances and Weleda, as well as some influential public figures.
The purpose of this standard, as defined that morning by Indursky, “is to protect the integrity of the term ‘natural’ as it is applied to personal care products such as lotions, shampoos and cosmetics. Companies that could meet the NPA’s high standard for use of the term natural on personal care products would be able to be certified and use a seal easily identifiable to consumers in the labeling and marketing of their products.”