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Firms Not Backing Off ‘Natural’ Despite Regulatory Ambiguity, Litigation

This article was originally published in The Rose Sheet

Executive Summary

Undeterred by false-advertising class actions and the lack of a formal FDA definition for the term “natural,” a growing number of firms are introducing cosmetics and personal-care products featuring natural claims, or upping their ante in the naturals game with ‘truly natural’ reformulations, to meet avid consumer demand.

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