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I have always liked Burt’s Bees products, but now I have an even better reason to admire the brand. According to Women’s Wear Daily, Burt’s CMO Michael Indursky wants to lead an effort to regulate the so-called natural-beauty industry.

While shoppers are increasingly drawn to natural and organic beauty products, there is very little regulation of the category. In fact, Indursky’s first step will be coming up with an official definition of what “natural” means. According to WWD:

“A natural product should not have parabens, any synthetic preservatives, sulfates, animal products or anything with suspected potential human health risk,” Indursky said.

He said he was looking to apply the definition to items that contain 95 percent natural ingredients.

Ideally, if products didn’t meet that qualification, says Indursky, they would not be allowed to use the word “natural” in their names. Products that did meet the requirements would get a special insignia.

I, for one, think this is a great idea. It’s unbelievable to me how many products marketed as “natural” or “organic” are packed with chemicals. After all, just because a lotion contains herbal extracts does not make it natural. It sounds like a massive undertaking, but I’m glad that Burt’s Indursky is taking it on.

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