The first products certified as “truly natural” by the Natural Products Association are just now hitting stores. Among the approved health and beauty items are lip balms from Aubrey Organics, balms and glosses from Burt's Bees, and body cremes from J.R. Watkins Apothecary. The certification program and its logo were introduced earlier this year by the NPA and charter companies amid intense competition for consumer dollars. “We're talking about a category that's been very penetrated, that ...

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