NATURAL PERSONAL CARE
Coldstream Naturals, Inc., a niche oral care company, has
rolled out four new USDA-certified organic and GMO-free oral
care products. Certified organic tooth creams and mouthwashes
from the Newberry, FL-based firm feature citrozine, a proprietary
blend of natural fruit bioflavonoids, which are known to help
maintain favorable oral health by neutralizing oxidative stress
caused by free radicals.
Making It Official
Non-GMO has its own third-party certification by way of the
Non-GMO Project, a non-profit organization “committed to pre-
serving and building the non-GMO food supply, educating con-
sumers, and providing verified non-GMO choices.”
“What we decide to put on our bodies is as important as what
we put in our bodies,” said Megan Westgate, executive director of
Non-GMO Project, which operates out of Bellingham, WA. “We
stand behind Non-GMO Project Verified beauty products for the
same reasons we believe in non-GMO food products—human
health, environmental protection, farmer sovereignty, and trans-
parency throughout the entire supply chain for products we buy
for ourselves and our families.”
According to Westgate, the body care category within its veri-
fication program has grown steadily in the past few years.
“Consumers want to trust and believe in their beauty prod-
ucts, and there are companies that have sustainable, non-GMO
practices and are eager to share their supply chain transparency.
The Non-GMO Project Verified seal helps shoppers know which
products they can trust to avoid GMOs.”
Andalou Naturals—a manufacturer of fruit stem cell-based
skin, body and hair care products sold in the US and Canada
through natural health and beauty channels—earned Non-GMO
Project verification at the start of 2013.
“Partnering with the Non-GMO Project and achieving third-party verification was consistent
with our brand standard to use natural and organic ingredients,” said
Stacey Kelly Egide, founder and
CEO, in a press statement. “We’re
confident in our supply chain and
value their support of transparency
from farm to shelf.
Certification can serve as a beacon for more discerning consumers, offering a means for natural/
organic brands to further separate
themselves from naturally inspired
offerings as well as the growing
number of competitors in the space.
Other companies on Non-GMO Project’s certified personal
care list include Dr. Bronner’s, EO,
Dessert Essence and Raw Elements, a niche maker of sunscreens.
According to the non-profit’s website, brands currently enrolled
in the verification program include Avalon Organics, Badger, Mrs.
Meyer’s Clean Day, Neal’s Yard Remedies, The Seaweed Bath Co.
and Kiss My Face.
This year, the Non-GMO Project is looking to further the
GMO conversation by launching www.LivingNon-GMO.org, a
new consumer-facing web platform for families, students and
Points of Entry
With more information and more brands at their fingertips, consumers are testing the waters in natural personal care. According
to NMI’s 2013 LOHAS study, 43% of the general population of
US adults reports use of a natural/organic product—with the biggest sub-segment in terms of usage being baby care.
When it comes to the introduction of organic, natural and
sustainability, certain events, like the changing composition of a
household, can be a trigger, noted NMI’s French.
Brands like Erbaviva recognize that point of entry as it was
created based on one conviction: that the world needed clean,
organic products especially for babies and moms-to-be.
“This was in 1996 before there was an organic trend so the
industry did not understand the need to manufacture organic
products with care and integrity. For this reason, my wife and
I started creating organic soaps, butters and balms formulated
for baby and pregnancy in our own home in Topanga, CA,” said
founder Robin Brown.
Today, production has grown from a kitchen to a state-of-the-art manufacturing facility and Erbaviva SKUs are found in
Anthropologie, luxury spas and in 4- and 5-star resorts throughout the US, as well as internationally.
Erbaviva’s hero SKUs include those designed
for baby and mom-to-be as well as organic
deodorants and skin care.