Burt’s Bees has established its own standard to define natural personal-care products, vowing to follow its own rules as it works to get other players in the industry to endorse its standard too, AdAge reports.

Burt’s has begun promoting the standard before industry groups in a microsite and in a mobile marketing tour, and will make it the centerpiece of a Fall print campaign.

The proposed standard would require personal-care products labeled natural be made with at least 95 percent “truly natural” ingredients, contain no ingredients with “any potential suspected human-health risks” and use no processes that “significantly or adversely alter the purity/effect of the natural ingredients.”