The Regenerative Organic Certified program, launching on a pilot basis this year, could appeal to personal-care brands looking to distinguish themselves from the growing organic crowd or signal their commitment to organic agricultural principles, soil health, farmworker justice and animal welfare with a single logo. NSF International will serve as the sole certifying organization initially.

Plaintiffs claim the SC Johnson brand’s marketing statements and name are clear attempts to capitalize on consumer demand for organic, but its product formulations fall short of organic standards and “reasonable consumer” expectations. Filed in New York’s Southern District, the proposed class action gets at the heart of issues recently discussed in an FTC/USDA roundtable.

According to a California district court order, the National Organic Program is for foods and nothing from Congress or USDA to date suggests that federal legislation should preempt state law when it comes to organic personal-care marketing. A consumer suit seeking class-action status against Kiss My Face for false advertising will move forward.