ADVOCACY: At O.W.N. we believe the organic movement embodies a philosophy that seeks to integrate the parts into a whole. Campaigning for the greater uptake of organic, we showcase its potential to nourish the world, preserve biodiversity, and counter climate change to governments and international associations.

EDUCATION: O.W.N educates the media and consumers about organic practices and benefits. This includes having an expansive social media presence, as well as actively engaging with the press to share facts about organic methods, benefits, and milestones.In this spirit, we know buying organic, wildcrafted and natural is a direct investment in the future of our planet, so we work to grow the organic market and our members’ businesses by educating consumers about this important relationship to our personal care products.

The Essence of the O.W.N. certification

The O.W.N. natural standard is based on natural ingredients, safety, responsibility and sustainability.

Natural Ingredients: A product labeled "natural" should be made up of only, or at least almost only, natural ingredients and be manufactured with appropriate processes to maintain ingredient purity.

• Safety: A product labeled "natural" should avoid any ingredient with a suspected human health risk.

• Responsibility: A product labeled "natural" should use no animal testing in its development.

• Sustainability: A product labeled "natural" should use biodegradable ingredients and the most environmentally sensitive packaging.

Under The O.W.N. Certification, allowed ingredients come from or are made from a renewable resource found in nature (flora, fauna, mineral), with absolutely no petroleum compounds.

For each ingredient, the substance must be listed as generally recognized as safe when used in accordance with FDA's good manufacturing practices (GMP) and contain no residues of heavy metals or other contaminants in excess of tolerances set by FDA or EPA or has been reviewed using criteria in this Standard. Ingredients that may be allowed for products certified under the O.W.N. certification because they meet the O.W.N. definition of natural.

To determine if an ingredient is appropriate for a O.W.N. Certified Natural Product, manufacturers must evaluate the ingredient to assure that it is made with raw materials from natural sources, verify it has been manufactured using the allowed ecological processes outlined in the O.W.N. certification, and that the ingredient does not contain any prohibited substances identified in the Natural Standard. Manufacturers and retailers can find the definition of Natural, and a list description of allowed and prohibited ingredients and processes within the appendix of The O.W.N. Certification.

The O.W.N. Certification requires that companies be transparent, fully disclosing their ingredients accurately and truthfully. They should strive to maximize their use of recyclable and post-consumer recycled content in packaging. And no animal testing of ingredients or products is allowed.

Companies must also provide verifiable information regarding all company personal care products to confirm that 60% of the personal care products in that brand line meet the O.W.N.

Industry: O.W.N. Certification will help you produce and bring to market personal care products that meet the definition of natural. It gives manufacturers, suppliers and retailers the information and tools you need to maintain high levels of consistency among products labeled "natural," as well as inform consumers about how to identify truly natural personal care products.

So, what does “clean” beauty really mean?

Beauty brands use the term "clean" to signal that products don’t contain certain ingredients (natural or synthetic) that they consider controversial or unsafe, like parabens and talc. The problem is, without regulation, anything can be called “clean”— whether proven unsafe or not.

As for other "clean beauty" terms, there's an overload of related claims and buzzwords on product packaging and in marketing — and misinformation about what they mean (or don't). 

We are an association of personal care manufacturers that care about the planet and are using quality organic, wildcrafted & natural ingredients.

Powerful Results without the use of Potentially Harmful Ingredients.

Organic, Wildcrafted, Natural (O.W.N.) is a membership-based business association for the personal care industry in North America and Globally.

O.W.N.’s mission is to promote and protect organic, wildcrafted and natural trade to benefit the environment, farmers, the public, and the economy.   O.W.N. envisions organic products becoming a significant part of everyday life, enhancing people's lives and the environment.