NSF International, the US testing and certification organization, and NATRUE, the International Natural and Organic Cosmetics Association, are to join forces to define the term “natural” and standardize criteria for natural personal care products.

They will start with NATRUE’s natural personal care criteria as their foundation. “In the absence of a standard definition, consumers often question the term ‘natural’ on personal care products, as to what it actually means,” says NSF International standards director Jane Wilson.

“By collaborating with NATRUE, consumer groups, industry experts and regulators, the American national standard for natural personal care products will define, in line with NATRUE’s Label approach, the use of the term ‘natural’ helping to protect and promote authentic and quality, natural personal care products worldwide.”

Regulators, personal care manufacturers, trade associations, product retailers and other stakeholders from the natural personal care products community will form a consensus on the issues after several stakeholder meetings, the first of which takes place March 10 at Natural Products Expo West in Anaheim, California.