However in the 90s, a new trend started to emerge. Fuelled by the growing awareness of the impact that highly fragrant and synthetic skincare and cosmetic products can have on the environment and our own health and wellbeing, consumer desire for skincare products that were derived from pure and natural ingredients started to skyrocket.

It didn't take long for marketers from many of the skincare giants to jump on the bandwagon and spout claims of 'natural', 'pure', 'botanical', 'fresh and clean' and then, purest of all, 'organic'.

Certified Organic Industry Bodies and Accredited Certifiers in Australia

But as this consumer trend continued to escalate, it became clear that many companies were using the terminology loosely. The word 'organic' was associated with product names, company names and product descriptions for all forms of skincare and cosmetic product labelling while containing very few, if any, ingredients that originated from organic or bio-dynamic production.
Meanwhile, the Certified Organic industry in Australia was rapidly evolving to keep up with consumer demand. Industry certifiers and official bodies came to the fore to create and implement Australian industry standards and alleviate both consumer and corporate frustration.

• NASAA - The National Association for Sustainable Agriculture, Australia, established 1986 (Australian and International Accredited Organic Certifier)
• ACO - Australian Certified Organic, established in 1987(Accredited Organic Certifier)
• BFA - Biological Farmers of Australia, established 1988
• OFA - Organic Federation of Australia, established in 1998
• OFC - Organic Food Chain, established in 2000 (Accredited Organic Certifier)

The Australian Standards for Organic Cosmetics and Skincare

When it comes to the production and labelling of Certified Organic cosmetic and skincare products, anyone that has done even the smallest amount of research knows that the standards in Australia are among the highest in the world.
In Australia, it isn't easy for cosmetic and skincare products to make claims that their product contains or is Certified Organic without investing significant financial resources and effort to comply with the now legally binding standards.

In July 2009, Standards Australia released their official National Standard for Organic and Bio-Dynamic Produce document that outlines the standards that all manufacturers and producers of Organic Cosmetics and Skincare must adhere to.
These standards now make it clear what constitutes a genuine Certified Organic skincare and cosmetic product in Australia with regard to:

• Ingredients, emulsifying agents and preservatives that can/cannot be used in the product
• Methods of processing and preparing the product that must be adhered to
• All terminology used on the product label, including the company and product names
• Ingredients that are prohibited
• Testing on animals is prohibited

These standards have created an enormously positive benefit to both industry and consumers in Australia. However if you are a business owner or company seeking to gain your Certified Organic accreditation for a skincare or cosmetic product or range, be prepared for a process that is extensive, rigorous, time consuming and not cheap.
With the Australian Standards being legally binding and organizations such as the ACCC (Australia Competition and Consumer Commission), and the BFA's Organic Crusader working hard to ensure that cosmetic and skincare companies claiming to have a Certified Organic product or use ingredients are genuine, it is unwise for businesses to make unsupported claims.

While the market demand for Certified Organic skincare and cosmetics continues to grow at a fast rate, unless you have the internal business resources and finances to meet and maintain the in-depth and multi-faceted requirements of the Australian Standards, you may find that using an approved and accredited Certified Organic manufacturer such as New Directions for your products will not only allow you to 'piggyback' off their Certified Organic accreditation, but will also bring the added benefit of years of expertise and experience from growing with this exciting industry from the beginning.

How Do Consumers Know If Their Skincare or Cosmetics are Certified Organic?

While we have come a long way, confusion is still rife within the skincare and cosmetics industry. If you are a consumer scanning the department store, pharmacy, supermarket or health food shelves, many people are still unsure of what really constitutes the 'real deal' when it comes to buying skincare and cosmetic products that are genuinely Certified Organic.
One of the difficulties for consumers when shopping for genuine Certified Organic is that currently there is not an international standard that governs Certified Organic skincare and cosmetic practices around the world. Therefore some products that have been produced overseas and claim to be 'organic', may not have to adhere to the high standards set in Australia and may be only partially or not at all accurate.

When it comes to buying Certified Organic skincare products, consumers should always check that the product label clearly states the product is 'Certified Organic' and displays one of the accredited Certified Organic logos from the organizations below:

• ACO - Australia
• OFC - Australia
• NASAA - Australian & International Certifier
• USDA Organic - USA
• JAS - Japan

Where Can You Go For Help and Information?

The good news for consumers and industry alike is that the ACCC (www.accc.gov.au) in Australia is closely monitoring the Certified Organic skincare and cosmetic industry and is quickly responding to any reports that companies are using misleading information.
Also, the BFA has now established a new member on their team, The Organic Crusader, who is available by phone and is "resolutely dedicated to the protection of the integrity of the organic marketplace and is your friend, guide and protector if ever you find products in the marketplace which you believe are misleadingly labeled."
The Organic Crusader can be contacted on (07) 3350 5716 ext 233.

For business owners who are starting or currently own a skincare or cosmetic range or product and are looking for professional guidance and assistance with regard to Certified Organic certification, contact industry expert Melinda Tizzone at New Directions on 1800 637 697 or in Sydney on (02) 8577 5999.

Kylie Drury

30 July 2010