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More and more people are turning to natural and organically grown food because they care about their community and the natural world and expect the products they buy to reflect their values. But have you ever considered the products you use every day, such as toothpaste, deodorant, and soap? Are they natural? What does natural mean for personal care products?

Effective products
First and foremost, a natural personal care product should work - and natural companies believe that innovative answers to personal care can and should be found in nature.

• No artificial preservatives, colors, sweeteners, flavors, fragrances, or synthetic additives.
• No animal ingredients.
• Minimal processing.
• Purposeful ingredient selection‹only use what's necessary and nothing more.
• Establish safety and efficacy without testing on animals.
• Honesty about where and how ingredient, product, and packaging was sourced.