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	? 'Natural' (NOT a certification) Worldwide · Tier 4 Marketing	NATRUE European Union · Tier 2 Trusted	Non-GMO Project Verified United States · Tier 3 Specialty	KRAV (Sweden) Sweden · Tier 2 Trusted
What it means	The word 'natural' on packaging is a marketing term, not a certification. In most jurisdictions there's no legal definition, no standard, and no inspection. A product labelled 'natural' can contain synthetic ingredients, pesticides, GMOs, and artificial flavours.	An EU-based natural-and-organic cosmetics certification. Three grades: Natural, Natural with Organic portion, and Organic.	North America's leading 'no genetically modified organisms' certification. Tests for the presence of GMOs in finished products. NOT organic.	Sweden's leading organic mark. Built on the EU 2018/848 baseline plus stricter Swedish add-ons covering animal welfare, climate impact, and social conditions.
Scope	Several categories	Cosmetics	Food	Food
Established	—	2007	2010	1985
Inspection	None	Annual third-party audit	Annual third-party audit + lab testing	Annual on-site by KRAV-accredited certifier
Residue testing	None	Risk-based	GMO testing only (not pesticide)	Required
Guarantees	Nothing. It is not a certification and there is no body verifying anything.	Restricted ingredient list (no synthetic fragrances, no silicones, no PEGs). Tiered organic content: Natural with Organic portion ≥70% certified organic; Organic ≥95%. Annual third-party verification.	Verified absence of GMO ingredients (with action thresholds, not zero tolerance). Annual third-party verification. Tracing and segregation across the supply chain.	EU baseline organic PLUS Swedish-specific welfare and climate add-ons. Annual on-site inspection. Climate footprint accounting on KRAV-certified farms.
Does NOT	Doesn't mean organic. Doesn't mean pesticide-free. Doesn't mean GMO-free. Doesn't mean ethically produced. Some markets (e.g. the US FDA on food, EU on cosmetics) place very limited restrictions on the word, but enforcement is weak.	Mark is trademark-protected.	Doesn't mean organic — Non-GMO products can use synthetic pesticides and fertilizers freely.	Mark is trademark-protected.

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