Lavera - Celebrating 25 Years Benecos Natural Beauty

For Immediate Release
Lavera / True Natural
Uli Jacob / Victor Tang
425.284.6266 x709
press@truenatural.com


Lavera Organic Cosmetics Supports New Personal Care Standards in US Initiated by NPA


Products formulated with 95 percent "truly natural" ingredients that pose no suspected human health risks can apply to be certified "natural" under the Natural Products Association's newly released standard and certification program.

The initiative, launched May 1, is intended to help consumers distinguish between products manufactured according to "rigorous criteria" versus items for which the only thing natural about them [is] the flower on the label.

NPA says its guidelines will evolve along with the growing natural personal-care market. The organization defines "truly natural" ingredients as those derived from "a purposeful, renewable source found in nature (flora, fauna, mineral)."

“Ingredients must be minimally processed so that their purity and effect are not significantly or adversely altered,” NPA adds. Up to 5 percent non-natural ingredients can be used under the association's standard as long as no viable, natural alternatives are available and the synthetic ingredient is not a suspected health threat.

“While third-party certifiers in Europe have been applying varying sets of criteria to natural products for years, NPA's standard is the first to emerge in the U.S.,” notes Ulrike Jacob, CEO of Lavera Skin Care North America.

By May 1, 2010, NPA will no longer allow any synthetic ingredients in products claiming natural status. Also by 2010, the standard will require formal International Nomenclature of Cosmetic Ingredients on all product labeling.

The current BDIH standards in Germany that have been followed by Lavera Skin Care for years  give consumers transparency and trust for truly natural personal care products. They are not just limited to ingredients, but also include packaging, sociological and ecological responsibility.

The full list of BDIH certified products and statement can be viewed below or online at www.kontrollierte-naturkosmetik.de/gesamt_en.htm.

 NPA aims to harmonize its guidelines with those of European certifiers such as BDIH (Germany), Ecocert (France) and the Soil Association (UK) within two years as well.

ABOUT LAVERA
Since its founding 20 years ago, the Lavera brand (http://www.lavera.com) has grown to include more than 300 natural and organic skin care products. Lavera health and beauty products are currently sold in more than 12,000 locations in 25 different countries. Lavera is the market leader in Europe for natural skin care with a 27% of the market share in general health and beauty products and a 50% market share in sunscreen products. The North American Division was formed in the late 1990s and is headquartered in Kirkland, Washington.

BDIH Guidelines:

1. Raw materials obtained from plants
As far as possible, raw materials obtained from plants should be used from:

  • controlled organic cultivation, taking quality and availability into account, or
  • controlled biological wild collections

2. Animal Protection

  • No animal testing may be performed or commissioned when end products are manufactured, developed or tested.
  • Raw materials that were not available on the market before 01.01.1998 may only be used if they have not been tested on animals. This does not include animal testing performed by third parties who neither were ordered/prompted by the ordering party to do so nor are associated to the ordering party by company law or by contract.
  • It is prohibited to use raw materials obtained from dead vertebrates (e.g. spermaceti, terrapin oil, mink oil, marmot fat, animal fats, animal collagen or living cells).

3. Raw materials obtained from minerals
The use of inorganic salts and raw materials obtained from minerals is generally permitted, except for those listed in point 5.

4. Raw materials with restricted use
For the production of natural cosmetics, it is permissible to use components which are extracted through hydrolysis, hydrogenation, esterification, transesterification or other crackings and condensations from the following natural materials:

  • fats, oils and waxes
  • lecithins
  • lanolin
  • monosaccharides, oligosaccharides and polysaccharides
  • proteins and lipoproteins
  • the actual raw material use is regulated by the positive list for development and production of certified natural cosmetics.

5. Deliberate rejection of

  • organic-synthetic dyes
  • synthetic fragrances
  • ethoxylated raw materials
  • silicones
  • paraffin and other petroleum products

The criterion which determines which aromatic substances are permitted is ISO 9235.

6. Preservation
To ensure that products are microbiologically safe, certain nature-identical preservatives are allowed in addition to natural preservatives. These are:

  • benzoic acid, its salts and ethylester
  • salicylic acid and its salts
  • sorbic acid and its salts
  • benzyl alcohol

When these preservatives are used, products must be labelled
“preserved with ... [name of preservative]”

7. No radioactive radiation
It is forbidden to disinfect organic raw materials and completed cosmetic products using radioactive radiation.

8. Certified Natural Cosmetics
A neutral control body checks that the above criteria are complied with. The association's label is used to indicate that the criteria have been complied with.

 
Further goals
Raw material requirements

  • traceable production using clear processes
  • education of consumers

Disapproval of genetic engineering
Clear opposition to raw materials extracted from genetically modified plants or animals. As genetic engineering is a controversial issue in agriculture and is not justified ecologically, biological cultivation is supported and genetic engineering is actively rejected.

Ecological compatibility

  • only natural sources of raw materials, if possible certified by the EG-Bio-VO (EG regulation of ecological cultivation)
  • environmentally-friendly manufacturing processes
  • optimal degradability of raw materials and finished products
  • economical, environmentally-friendly and recyclable packaging
  • maintenance of natural life principles

Social compatibility

  • raw materials from fair trading and Third World projects
  • use and disposal
  • cooperation

 

WHERE TO FIND: www.lavera.com

About Lavera: Since its founding in 1987, Lavera brand grown to include more than 300 natural and organic skincare products. Lavera health and beauty products are currently sold in more than 24,000 locations in 25 different countries. The natural skincare market leader in Europe, Lavera celebrates its 25 year anniversary this year! Lavera was awarded the title of "Greenest Beauty Brand" for the second consecutive year by the prestigious OEKO-Test magazine in Germany, beating out 32 other companies. Headquartered in Kirkland, Washington, the North American Division was formed in the late 1990s. For more information on Lavera, please visit www.lavera.com.

FOR MORE INFORMATION, IMAGES OR SAMPLES:
Ulrike Jacob/Natalie Sherman True Nature Group 425.284.6266 x709

Lavera / True Natural

13611 NE 126th PL #200, Kirkland WA 98034
Tel: 877-515-8783   Email: press@truenatural.com
Website: www.loveTrueNatural.com

Made by Nature, Made to Work!