IT can be hard enough to decipher the term “organic” when it comes to food. Are there hormones in that skim milk? Did those chicken wings get enough exercise?

But when it comes to personal care items like toothpaste and body lotion, claims like “made with organic ingredients” or “authentically organic” can flummox even the greenest consumer. No federal agency polices organic claims for personal care items – at least not yet – so manufacturers have been able to use these customer-pleasing terms loosely and liberally.

But now Whole Foods Market is blowing the whistle. As of next June, the retailer will require all health and beauty products making organic claims to be certified by one of two sources: either the Agriculture Department’s National Organic Program, which sets standards for food; or NSF International, a nonprofit based in Ann Arbor, Mich., that issues its own certification mark.

As of June 1, 2011, any products that make organic claims and don’t get the certification will be removed from the shelves of Whole Foods stores. (The company will continue to carry nonorganic products as long as they don’t make organic claims.)

“We’re trying to make it so that our customers don’t have to switch standards and expectations when they cross from grocery into the body care aisle,” said Joe Dickson, the Whole Foods quality standards coordinator.

The policy, announced June 18, is already shaking things up among companies that make – or claim to make – organic beauty items. Many of these companies rely on Whole Foods for the majority of their sales, so the new rule will have broad repercussions.