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NPA-certified naturals

This article was originally published in The Rose Sheet

Executive Summary

First personal-care products to be certified natural by Natural Products Association belong to Aubrey Organics, Burt's Bees and J.R. Watkins Apothecary brands, according to Oct. 15 release. Among products now entitled to display NPA's natural seal on packaging are Aubrey Organics' Natural Lips items, Burt's Bees' Honey Lip Balm 100% and Baby Bee Buttermilk Lotion, and J.R. Watkins Natural Apothecary's Lemon Body Crème. To meet NPA criteria, product must be at least 95% natural ingredients; no ingredients with suspected human health risks are permitted. "With this seal, shoppers can be confident that the product is natural, safe, responsible and sustainable. From now on, when you see this seal, you'll know it's real," says Daniel Fabricant, VP of scientific and regulatory affairs at NPA. A ranking of natural and organic certifiers from Dr. Bronner's Magic Soaps faults NPA for its lack of organic requirements
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