Avalon Organics transitions to NSF/ANSI 305 Standard, revamps formulas

MELVILLE, N.Y. — Hain Celestial Group’s Avalon Organics skin care brand, which is sold at such retailers as Whole Foods, Target, Walmart and drug stores, has transitioned its line of personal care products to the NSF/ANSI 305 Standard for Personal Care Products Containing Organic Ingredients. With this transition, Avalon Organics also has revamped its Vitamin C Renewal, Lavender Luminosity, CoQ10 Repair and Essential Lift skin care lines.

Unlike organic foods and beverages, the U.S. Department of Agriculture has not created specific organic standards for formulating and labeling personal care products that contain organic ingredients. NSF/ANSI 305, which is specific to personal care products that contain organic ingredients, has established the materials, processes, production criteria and conditions that must be met in order for a brand to call itself organic. Under this standard, all personal care products with "contain organic ingredients" claims (other than in ingredient lists) must contain a minimum organic content of 70%. In addition, formulas must contain only ingredients that have gone through rigorous evaluation by a scientific panel and have been approved by NSF.

“Because the NSF/ANSI 305 made with organic standard was written specifically for the personal care industry, it recognizes and evaluates the particular processes and ingredients that are critical to personal care efficacy,” stated Emma Froelich-Shea, SVP marketing, research and development for Hain Celestial Personal Care. “Creating even one aesthetically beautiful formula that met the NSF/ANSI 305 standard was an enormously difficult task. Reformulating our entire brand to meet the standard and the expectations of our consumers shows our commitment to the future of organic personal care and our core values of integrity, efficacy, purity and safety.”

Avalon Organics has been working to meet this standard for several years. In that time, the reformulation work insured that all products contain at least 70% organic content, all ingredients are approved by NSF and the labeling has been updated. The revamped products will begin shipping in fourth quarter 2011.

As mentioned earlier, Avalon Organics also has revamped its Vitamin C Renewal, Lavender Luminosity, CoQ10 Repair and Essential Lift skin care lines. For example, its Essential Lift collection is infused with more oceanic minerals, and the improved Lavender Luminosity collection contains skin-brightening kombucha to support skin renewal and a radiant appearance.