The Organic Trade Association expects the USDA final rule to “protect organic integrity throughout the supply chain,” promote consumer trust, and incentivize cosmetics brands to seek certification under a more robust National Organic Program. But foundational problems linked to alleged organic deception in beauty and personal care still exist.

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.