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What’s “Natural” When It Comes To Personal Care Products?

As the demand for “natural” personal care products such as lotions, balms and shampoos continues to soar, manufacturers are responding with a host of new products. Some are natural, some aren’t. But how is a shopper to know? Until now, consumers had no idea what was truly natural since there was no standard definition of the term used by industry. That is no longer the case.

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