NPA Brings Natural Seal to Home Care Products

WASHINGTON — The Natural Products Association here is extending its natural seal and standard to include household cleaners, laundry detergents, hard-surface cleaners and other home care products, it announced Thursday.

This is the first home care industry standard definition for the term natural, according to NPA. The seal will begin to appear on certified home care products in the coming months.

“A number of products that are mainly synthetic are being positioned as natural,” said Daniel Fabricant, vice president of scientific and regulatory affairs at the NPA, in a statement. “To provide the consumer peace of mind in the marketplace, the new natural standard for home care will inject integrity into natural for the person who matters most, the consumer.”

To qualify for the seal:

• Products must be made up of at least 95% truly natural ingredients or ingredients derived from natural sources, excluding water.

• No ingredients with any suspected human health risks.

• No processes that significantly or adversely alter the natural ingredients.

• Ingredients that come from a purposeful, natural source (flora, fauna, mineral).

• Processes that are minimal and don’t use synthetic/harsh chemicals.

• Non-natural ingredients only when viable natural alternatives are unavailable.

• Transparency of ingredients.

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