The natural standard for personal care products is based on natural ingredients, safety, responsibility and sustainability. Natural Ingredients: A product labeled "natural" should be made up of only, or at least almost only, natural ingredients and be manufactured with appropriate processes to maintain ingredient purity. Safety: A product labeled "natural" should avoid any ingredient with a suspected human health risk. Responsibility: A product labeled "natural" should use no animal testing in it's development. Sustainability: A product labeled "natural" should use bio-based ingredients and the most environmentally sensitive packaging.