Strict guidelines
The NPA is a non-profit organisation, which has strict guidelines set that products must meet. There are four categories that make up the NPA standard; natural ingredients, safety, responsibility, and sustainability; and a product can only be labelled ‘natural’ if it complies with the four categories below.
- Natural ingredients: if it is made up of strictly natural ingredients and manufactured with appropriate processes to maintain ingredient purity.
- Safety: if it has avoided any ingredient with a suspected human health risk.
- Responsibility: if it has used no animal testing in its development.
- Sustainability: if it has used biodegradable ingredients and the most environmentally responsible packaging available.
Organic and natural only
Having launched three products, a sunscreen, a moisturizer and self-tanning lotion, each of True's products has unique natural ingredients which fulfil its purpose, according to company claims.
The sunscreen contains mineral zinc oxide, which is the active ingredient and is FDA approved as a sunscreen ingredient. The moisturizer contains cupuacu butter which has a high content of essential fatty acids. The self-tanning lotion contains a blend of what the company says is naturally derived DHA and Erythrulose, which chemically reacts with the amino acids on the skin to creat a brownish pigment called melanoidins.
A company spokesperson has stated that all organic ingredients used are marked with an asterisk on the labelling, which is an indication that the ingredients are accompanied by an USDA Natural Organic Program (NOP) certificate from the supplier.
Furthermore, the company claims to use completely natural preservatives, which helps to give the products a shelf life of two years; the products have not been tested on animals; and the packaging is also recyclable.