THE BURTS BEES NATURAL STANDARD

the burts bees natural standard THE BURTS BEES NATURAL STANDARD

The Burts Bees Natural Standard

Burts Bees has worked for 25 years worldwide to educate consumers about the issues around claims made about ‘natural’ products.

Burt’s Bees Australia General Manager Emma Atkinson is keen to see more people talking about ‘natural’ and ‘organic’ personal care products. Recent interest in accurate labelling on the part of the ACCC, and the growing body of research about the potential harmful effects of ingredients such as phthalates, parabens and triclosan mean consumers are more aware than ever before.

“It’s about honesty about what we use and clarity about what we mean,” Ms Atkinson said.


 

“There are many claims made about ‘natural’ in the personal care market but one natural ingredient doesn’t make a product all natural any more than one organic ingredient makes a product all organic,” she said.

“Ingredients such as sodium laurel sulphates, parabens and products derived from petrolatum can irritate, yet they are in the majority of personal care products on the market. And it’s a real issue for people with allergies and for anyone who has simply decided to avoid those ingredients, such as pregnant women, for whom the potential risks of ingredients such as triclosan are a concern.”

Burt’s Bees is a founding member of the Natural Products Association (NPA) in the United States and, along with other companies including Trilogy Fragrances and Badger Balm, has now committed to an industry wide definition of ‘natural’, requiring 95% of the ingredients in any one product to come from a sustainable, renewable resource in nature. The NPA standard does allow for the use of synthetic ingredients when there is no viable natural alternative available – but only when there is absolutely no known or potential suspected human health risk associated with that ingredient.

“Our aim is to build on regulatory requirements with an industry agreed definition that is consistent and clear for consumers,” Ms Atkinson said.

“It’s a journey for most companies, and we need to be honest about that,” she said.

“For Burt’s Bees, we show what we know on our labelling with the ‘per cent natural bar’ which indicates the exact percentage of natural ingredients in the product. We’re averaging 99% across the range and aiming for 100% as soon as we can make it happen.

“This is a $700m market in Australia and growing annually by 5% as more and more consumers become aware of the risks of some ingredients used widely in personal care.

“Any manufacturer or retailer in this sector should be just as keen as our customers to see clarity around this issue.
“It is the best thing we, as manufacturers, can do for both our consumers and our industry.”

Click here to view the Burts Bees Natural Product Range

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