Pure Beginnings, South Africa’s most trusted Organic Baby brand, is very proud to announce that it is the first South African Baby & Kids line to be certified organic with the internationally recognised organic certification organisation, Ecocert. Ecocert is well known in the industry as the strictest standard for Organic Certification. Pure Beginnings has chosen Ecocert for precisely this reason. “We feel the standard covers many of the important things to our business. We are very comfortable with their strict standards and our products have adhered to the Ecocert principles for many years anyway. “Certification just gives our customers the peace of mind that we walk what we talk”, says Bruce Moore-Gordon, Owner of Pure Beginnings. Ecocert’s organic standards guarantee that:
- At least 95% of the total ingredients are from natural origin (water included).
- At least 10% of the total ingredients are from organic farming (water included).
- At least 95% of the total plant-based ingredients are organic.
The standards ensure that certain ingredients are excluded, such as products of petrochemical origin such as paraffin or silicone, ethoxylated or glycolated products (PEG, etc.) and the majority of synthetic preservatives including formaldehyde releasing ingredients, parabens and phenoxyethanol. In addition to ingredients to avoid, each raw material has to comply with the standard’s ecological requirements, guaranteeing its full traceability. The certification also addresses packaging which must be recyclable. The environment for the production site is inspected and issues such as waste management, manufacturing and cleaning methods and equipment maintenance are monitored so that the impact on the environment is kept to a strict minimum. The certified products from the Organic Baby line include:
- Soothing Baby Lotion with organic baobab
- Soothing Baby Wash & Shampoo with organic baobab
- Fragrance Free Aqueous Cream with organic coconut oil
- Baby Bum Cream with organic baobab
- Baby Gift Set.
The Organic Kids certified products are as follows:
- Fun Time Bubble Bath with organic aloe
- Fun Time Kids Wash with organic rooibos
- Kids Hygiene Hand Wash.
Pure Beginnings is very proud to be offering South African consumers a product which is not only affordable and effective, but also certified organic by Ecocert giving them the peace of mind that they are making the safest choice for their family. With a great deal of greenwashing,false natural and organic claims on many products, certification by a recognised organisation makes it easier for the consumer.