What is the Natural Products Association?


 August 12, 2019

The Natural Products Association (NPA), founded in 1936, is one of the oldest and largest associations dedicated solely to the natural products industry. Products that meet The Natural Standard for Personal Care Products may carry the Natural Seal, which certifies compliance in all established guidelines. 

The NPA mission statement reads, “As the leading voice of the natural products industry, the Natural Products Association’s mission is to advocate for the rights of consumers to have access to products that will maintain and improve their health, and for the rights of retailers and suppliers to sell these products.”

For natural personal care brands, achieving this distinction can be a crucial factor in distinguishing their products from the rest.  

Natural Products Association Standard and Certification for Personal Care Products

According to the NPA, the Natural Standard is based on using natural ingredients, safety, responsibility and sustainability. To help brands set standards for natural personal care products and protect consumers, they developed the Natural Standard and Certification for Personal Care Products, which is a set of guidelines dictating whether a product should be deemed “natural,” including: 


  • Natural Ingredients: Any product with the label “natural” should only be made up of natural ingredients and be manufactured with appropriate processes to maintain pure ingredients.
  • Safety: Any product with the label “natural” should avoid any ingredient with a suspected human health risk.
  • Responsibility: Any product with the label “natural” should not use animal testing in its development.
  • Sustainability: Any product with the label “natural” should utilize biodegradable ingredients and the most environmentally sensitive packaging available.


What is Natural?

The Natural Products Association defines “natural” as a product with ingredients that come from, or are made from a renewable resource found in nature (Flora, Fauna, Mineral), with absolutely no petroleum compounds. 

To qualify as “natural” under the NPA’s standard, a personal care product must consist of at least 95% natural ingredients and contain only synthetic ingredients specifically allowed under this standard.

Supporting Standards for Natural Products Association

The Natural Standard for Personal Care Products requires that companies be fully transparent and disclose their ingredients thoroughly. By achieving the NPA Natural Seal, brands can not only maintain a high level of trust with consumers, but also establish a consistency among products labeled “natural.”

At Kinetik, we don’t just supply the innovative ingredients brands need to stay on top of trends. Our team helps you stay informed of important standards for natural personal care products. As standards and laws evolve, it’s essential for brands to stay abreast of updates and changes. Kinetik can help.

Click here to learn more about the synthetic ingredients allowed for NPA.

Some of Kinetik’s key ingredients to meet the Natural Products Association standards include:

If you need support with achieving the NPA Natural Standard for your products, contact us at (732) 335-5775. Kinetik is headquartered in the USA, but we work with clients and represent suppliers worldwide.