Shopping for Wellness Products: What to Know About Certifications & Claims

Key Takeaways

• Wellness certifications aren’t created equal. Some are tightly regulated, while others are unverified marketing language.
• USDA Organic and Non-GMO Project Verified are among the most clearly defined and trustworthy standards for wellness products.
• NSF certifications help fill gaps where FDA regulation is limited, validating ingredient accuracy and safety.
• “Cruelty-free” and “clean beauty” claims aren’t legally regulated, making third-party verification critical for credibility.
• The more transparent a brand is about certifications and claims, the easier it is for customers to trust, convert, and return.

You take your health seriously. And you look to the experts to help you make decisions.

That’s why you get 10,000 steps a day, eat the rainbow in vegetables, and get the recommended 150 minutes of exercise per week. But when it comes time to purchase wellness products to support your healthy lifestyle, you’re at a loss.

The certifications and claims surrounding wellness products are confusing. It’s often hard to know what they mean or whether claims are regulated. For wellness brands, this confusion matters more than you might think.

When shoppers don’t understand certifications or claims, they hesitate. They second-guess. And often, they leave without buying. Clear, credible certification messaging isn’t just educational — it’s a trust signal that directly impacts conversion rates, repeat purchases, and brand loyalty.

Let’s break down common certifications and claims within the wellness industry so you can help your customers make more informed buying decisions.

USDA Organic Certification

“Organic” is one of the most straightforward and regulated certifications available for food, supplements, and cosmetics. Anything that has “organic” on the packaging is obligated to meet federal standards imposed by the USDA.

To earn the “organic” seal, manufacturers must use ingredients that:

• Are not genetically modified.
• Grown without synthetic pesticides.
• Processed without irradiation, industrial solvents, and synthetic preservatives.

Many wellness experts consider “organic” to be the gold standard for healthy products. Still, even though it’s well-defined and strictly regulated, “organic” can be confusing.

The USDA offers four organic standards for product labels.

• 100% Organic: all of the ingredients meet USDA standards for organic labeling.
• Organic: 95% of the products meet the USDA standards for organic labeling.
• Made With Organic Ingredients: 70-95% of the ingredients are made with organic ingredients.
• Made with Organic [specific ingredient]: Only the specified ingredient is organic.

Additionally, there is some hidden wiggle-room when it comes to earning the “organic” label. Farmers are allowed to use a synthetic chemical from a list of 25 approved chemicals if “they’ve exhausted other methods, and only in very limited amounts.”

For merchants, clearly explaining which organic standard a product meets helps prevent misinterpretation and builds confidence at the point of purchase.

Non-GMO Certification

Many foods are genetically modified. For example, genetic material from a bacterium is added to corn to make it resistant to that bacterium. Genetically modifying crops means farmers can use fewer pesticides and other interventions.

However, critics point out that genetically modified ingredients increase allergies and cancer rates. These bioengineered crops can also be toxic and harm the environment.

The Non-GMO Project is a non-profit that developed a certification program to help consumers avoid bioengineered ingredients. They test a product’s ingredients and its supply chain to ensure it doesn’t contain genetically modified ingredients.

It’s important to note that, while the organic label prohibits the use of bioengineered ingredients, the resulting product is not tested for genetically modified ingredients. The Non-GMO Project is the only organization that tests for bioengineered ingredients in wellness products.

Brands that clearly differentiate between “organic” and “Non-GMO Project Verified” help shoppers feel informed rather than skeptical.

NSF & Wellness Products

It’s important to know that the FDA doesn’t regulate nutritional supplements, wellness foods, and personal care products the way it does pharmaceuticals. In the absence of FDA oversight, unscrupulous manufacturers can more easily misrepresent the ingredients in their nutritional supplements.

The NSF, or the National Sanitation Foundation, stepped in to fill this void with its own certifications to help consumers choose wellness products.

The NSF/ANSI 173 Certification tests dietary supplements and their ingredients. The certification ensures the supplement delivers the vitamins, minerals, and other constituents on the label packaging. The NSF also tests ingredients for common contaminants, such as lead, mercury, and arsenic.

The NSF 229 Certification applies similar standards to functional foods and beverages, like protein bars and energy drinks. The NSF ensures the product’s labeling reflects its actual contents and that the ingredients are not contaminated with toxins. Additionally, the NSF tests for molds, microorganisms, and other pathogens.

Personal care products can earn the NSF 527 Certification. This ensures the product’s ingredients are accurately listed on the label. The NSF also tests for common contaminants.

In categories with limited FDA oversight, third-party verification can be the difference between trust and abandonment.

Cruelty-Free Wellness Products

Wellness products should be as kind to animals as they are to their consumers’ well-being. For that reason, many customers look for “cruelty-free” labels. But what do these labels actually mean?

Unfortunately, the terms “cruelty-free” and “not tested on animals” aren’t regulated. Any manufacturer can use these labels because there’s no legal definition of them.

Consumers who want to ensure the products they buy are genuinely cruelty-free can visit Leaping Bunny’s Compassionate Shopping Guide. There, you can find a comprehensive list of cosmetics and personal care products that are “free of animal testing at all stages of product development.”

Because these claims aren’t regulated, merchants who rely on credible third-party lists stand out as more transparent and trustworthy.

Clean Beauty & Skincare Products

Take a look at the ingredient list for just about any beauty product, and you’ll be stumped pronouncing many of them. Sulfates, parabens, and propylene glycol appear under a dizzying array of names. These ingredients and more are known to cause cancer, allergies, and irritation.

Once again, nonprofits lead the charge when it comes to making wellness products cleaner. To choose clean cosmetics and skincare products, look for the following certifications:

• EWG-Verified
• B Corp
• Fair Trade
• Organic

When “clean” is undefined, certifications give your marketing language credibility instead of ambiguity.

How Wellness Brands Can Keep Their Customers Informed

If you’re a wellness brand, you can see how confusing certifications and claims can be for your customers. You can increase your brand’s trust and reduce friction in the buying process with clear marketing.

Privy helps wellness brands and merchants to understand how trust-building content, including certifications and claims, influences customer behavior across email and SMS.

Book a demo to see how Privy can help you connect with your customers.