Our Stewardship Model: natural, sustainable and responsible defined

"The ingredients inside your natural personal care products matter, and we believe that you have a right to know what they are, what purpose they serve, the natural source they come from and how are they are made. You want to choose the products that you consider to be the best for your well-being, your community and your planet, and we want to support you in making an informed decision.”

- JoAnne Murphy, Stewardship Committee Leader

Stewardship – caring for people and the planet for generations to come

When we created our Stewardship Model in 1998, there was very little consensus on what “natural” meant in personal care, and we felt our consumers had a right to know how we defined it. But we quickly realized that for us, standards for natural were not enough. We have always had business practices that showed our care for people, communities and the environment, and we needed standards that showed our commitment to these for generations to come. Thus our Stewardship Model was born with our defined standards for natural, sustainable and responsible.

How our Stewardship Model comes to life

We take great care to create safe and effective natural products. This investment starts with the intensive decision-making process we follow to evaluate what belongs (and doesn’t belong) in our products. Every ingredient we use goes through a Stewardship review process. Our decisions follow our standards for natural, sustainable and responsible, and involve evaluations of balance within this framework.

We take an “open heart and open mind” approach to our Stewardship Model, and we have evolved it over time according to our current understanding of best practices. But our core principles have always remained the same. Every ingredient and package we use should be a reflection of our commitment to you, our communities and our planet. Feedback from people like you has been a critical part of the journey! We welcome your input on how we can do more good for you, your community and your planet.


Growing sprouts

Our Standards for Natural

  • Sourced and derived from nature
  • Free of artificial flavors, fragrances, colors, sweeteners, and preservatives
  • Simple and understandable ingredients
  • Ingredient processing that supports our philosophy of human and environmental health
  • Free from animal ingredients
  • Not tested on animals

Field of Wind Turbines

Our Standards for Sustainable


Plant in a Petri Dish

Our Standards for Responsible

  • Delivering value to our consumers
  • Sufficient research conducted to show safety and efficacy
  • Purposeful in system of ingredients, with complete transparency about the purpose and source of the ingredient
  • Sourced from suppliers and regions which promote basic human rights
  • Honesty in all claims made for ingredients, packaging and products
  • Conform to the requirements of regulatory authorities (Food & Drug Administration and Federal Trade Commission) and other professional organizations with which we have chosen to partner (American Dental Association)