These days it seems like practically every beauty product is claiming to be "natural." But what does that actually mean?

As our natural products story shows, it can mean almost anything, from a product that's completely organic to one that has barely a natural ingredient.

To help cut through the clutter, the Natural Products Association has come up with a certification program and a new seal (above) that will be put on products that meet their criteria for "natural." Look for it to start appearing on products in the coming months.

Below are some of the criteria, but for more information, go to their website.

Some of the criteria needed to get the seal:

• Product must be made up of at least 95 percent truly natural ingredients

• No ingredients with any potential suspected human health risks

• No processes that significantly or adversely alter the purity/effect of the natural ingredients

• Ingredients that come from a purposeful, renewable/plentiful source found in nature (flora, fauna, mineral)

• Processes that are minimal and don't use synthetic/harsh chemicals or otherwise dilute purity

• Non-natural ingredients only when viable natural alternative ingredients are unavailable and only when there are absolutely no suspected potential human health risks