The personal care industry has long demanded stricter standards for products labeled “natural,” and in February, the Natural Products Association (NPA), the group representing retailers and manufacturers including Whole Foods and Clorox Co., has released new standards for home-care products.

These include household cleaners for bathrooms and kitchen countertops and laundry detergents. Up until now, there has been no definition of the term “natural” within the home-care products industry.