At Burt’s Bees, we’ve always clearly displayed the percent natural on the front of our packaging to reflect the ingredients sourced from nature in our formulas. And now, we’re making a proactive choice to adopt the first and only international consensus-based guidelines for natural and organic cosmetic products: International Organization for Standardization (ISO) 16128 – Guidelines on Technical Definitions and Criteria for Natural and Organic Cosmetic Ingredients and Products.

We’re not changing our formulas as result of adopting these guidelines—just how we define and calculate the ingredients in our products. Starting in 2019, you’ll begin to see a percent natural origin on our new products and some existing products as we transition all products over time.

The natural personal care category continues to grow, yet we still lack global regulatory definitions for natural ingredients and products. We believe ISO 16128 is a great first step towards transparency and consistency in natural cosmetics and skin care. We expect it to provide a strong framework for global regulators and a uniform standard for the industry.