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In addition to Whole Foods, natural and organic personal care manufacturers and industry experts have developed an industry-wide standard for brands that aim to be as natural and organic as possible. A group of 30 companies, including Aveda, Hain Celestial and L'Oréal, has founded The Organic And Sustainable Industry Standards, or OASIS, the first organic standard for the U.S. beauty and personal care market.OASIS used Ecocert, the popular European organic standard, as a model. However, OASIS calls for a minimum of 85 percent of a product's ingredients to be certified organic, much higher than Ecocert's 10 percent minimum requirement. An OASIS on-package seal has been developed, too, so consumers can immediately identify which products are being formulated as purely as possible.
— Andrea Nagel
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