NATRUE - True Friends of Natural and Organic Cosmetics


NATRUE’s engagement for the Su...

POSTED: 30.10.2017 IN:

NATRUE is a sponsor of the event and actively participating to the two days. In particular Dr. Mark Smith, Director General of NATRUE will be moderating the panel discussion "Role of Sustainability schemes" from 12.40 to 13.00 on Day 2 - Tuesday 7th November.

The growing use of agricultural materials in cosmetics & personal care products is raising questions about sourcing practices. An update will be given on sustainable sourcing of cosmetic ingredients, highlighting issues with supply chains and transparency. Another session will cover developments in green formulations. What new green materials are making their way in cosmetic & personal care applications? How are brands integrating sustainability into their product formulations? Approaches to address the social impacts of cosmetic products will also be featured. How can brands increase the social value of their products? What can be done to encourage responsible use and disposal of cosmetic and personal care products?

In concomittance with the Summit, the Sustainability Beauty Award winners will be announced. Among the Finalists NATRUE's is pleased to see a great representation of NATRUE certified brands from all over the world concurring to the title, including Trilogy Natural Products from New Zealand running as Sustainability Pioneer and again Trilogy and Alteya Organics from Bulgaria, running for the Green Formulations title. Last year, Weleda, founding member of NATRUE was awarded for both Green Formulations and Sustainability Leadership. Registrations are still open at the following link

Why the ISO 16128 guidelines f...

POSTED: 19.10.2017 IN:

ISO is an independent, non-governmental international organization that creates documents setting specifications, requirements or guidance on a topic. The process brings together expertise from a sector to address solutions to global challenges.  Generally-speaking through standardisation complexity can be reduced, and with-it barriers to trade. As such, this approach is something that the natural and organic cosmetic sector could have benefited from.

“Without prejudice, NATRUE welcomes internationally agreed initiatives aimed at reducing complexity and barriers to trade with an emphasis on combating ‘greenwashing’, which is the reason why the NATRUE Label exists. We believe strongly that consumers must not be misled by products claiming ‘natural’ and organic’ but this requires strict criteria to benchmark them” states Dr Mark Smith, Director at NATRUE.

Unfortunately, the outcome of this international process, the ISO 16128 guidelines, has fallen short of current private standard’s requirements, and there is no guarantee that products using it will be consistent with consumer expectations, especially within established markets such as the EU. The broad permissions and flexibility of approach as a guideline fails to combat greenwashing that, at heart, still misleads consumers, fragments the market place, and impacts those innovative producers of authentic products. As such, even if both are voluntary schemes, use of the ISO guidelines cannot provide the same immediacy and transparency to reassure consumers and match their expectations as current private standards.  

The 3 critical points overall regarding the ISO 16128 guidelines they stand that do not improve the current status quo regarding greenwashing and differ from private standards are:

  • ·        General lack of transparency for consumers

The guidelines can only be accessed by paying, and even if purchasing the guidelines alone will not clarify how they have been used in practice.

  • ·        Permitted ingredient origin:  Petrochemical and GM Plants

Petrochemical: Users of the guideline are not obliged to restrict the use of petrochemicals whatsoever. Consumers would not expect mineral oil to be in authentic products but ISO 16128 would allow it. This is an example of how the guideline is fundamentally inconsistent with the principles of the sector, and do not help the evolution and growth of the sector or solve the core issue surrounding greenwash.

GM Plants: Consumer do not expect cosmetic ingredients coming from sources like genetically modified plants (GMOs) to be permitted in natural and organic cosmetics. Consumers are currently reassured on this point as each of the most established private standards for natural and organic cosmetics guaranteed a ban on such ingredients.  

  •       Verification, control and identification of finished products

Part 2 of the guidelines provides calculations to determine natural or organic ingredient content; these can be voluntarily authenticated by certification. However, certification here should not be confused with whether or not the product can officially qualify to claim natural or organic, or certification as it is understood according to private standard that sets specific criteria for finished products.

Certification to ISO 16128 only authenticates that the calculation was carried out correctly, as the guideline has no benchmark to establish at what percentage content a product can claim or be considered natural or organic. These are out of scope of ISO 16128 and remain the responsibility of the regulator.

     Consumers have grown to expect some kind of verification logo or seal on a product to assure them of its authenticity. In a study commissioned by NATRUE to GfK it emerged that over 60% of consumers are reassured by the presence of a label on natural and organic cosmetics.

Now we’re here, what do we want from our future?
It should be remembered that the ISO guideline is purely voluntary; its availability does not represent an automatic change in the regulatory framework for natural and organic cosmetics. Countries might choose to adopt the ISO guidelines but there is no obligation.

For the time being ISO 16128 does not change the status quo and leaves space for products that continue, at best, or increase at worst, greenwashing. If a regulatory body were to adopt the guidelines directly in their current state the market risks to be swamped with legitimate but “nature-inspired”, as opposed to truly authentic products thereby generating confusion amongst consumers and negatively impacting authentic producers. More broadly, it is not only possible to conceive fragmented use of the guideline by companies within a territory or nation but also fragmented use globally, if different regulatory bodies decided to add or modify criteria from the ISO 16128 template if incorporating it into law or national guidelines. In either scenario there may be variation between one product’s petrochemical content and another, or whether ingredients in that product are from GMO origin or not.   

To provide consumers with the products they expect, NATRUE advocates that any future regulatory procedure for natural and organic cosmetics, including an official definition or specific guidance for product claims ‘natural’ or ‘organic’, must be strict.

One crucial factor is to maintain trust for future sector growth. This means proactive commitment to stop greenwashing and promotion of an environment of transparency and authenticity. To meet consumer expectations, and to truly combat greenwashing, products claiming to be natural or organic must severely restrict petrochemical use to only specific functions, like preservatives, with a clear emphasis on eliminating their dependence altogether, as well as excluding ingredients from GMOs. All of which will also mean increasing encouragement for further scientific innovation of authentic natural and organic ingredients. Taken together, however, we can see a future where products deliver claims that align themselves with consistent and established consumer expectations for natural and organic rather than greenwash.

 NATRUE is the only association uniquely placed to represent the natural and organic cosmetic sector through its seat at the European Commission Working Group on Cosmetics. This privileged position allow us to directly participate and contribute to evolving legislation, like claims, and  actively campaign to support initiatives that help the whole sector to progress and prosper without undermining consumers trust” concluded Dr Smith.  


NATRUE celebrates inclusion in...

POSTED: 02.10.2017 IN:

No.13 in UK natural beauty industry 'Who's Who'

Dr Mark Smith, Director General of NATRUE, has been voted No.13 in in this year's 'Who's Who in Natural Beauty', published in the autumn issue of Natural Beauty News. Voted for by the natural and organic beauty industry, the Top 25 provides an overview of the leading industry personalities who are shaping and influencing the UK's natural beauty industry. This year's list includes beauty brands, retailers, distributors, beauty writers, make-up artists and bloggers - all championing natural and organic cosmetics.

Mark was appointed as Director General of NATRUE in July 2016, and is responsible for the running of NATRUE, having a leading role in the association's political, regulatory and scientific affairs. Today Mark speaks at international symposiums, conferences and industry events, communicating the work of NATRUE and the importance of meaningful certification standards for natural and organic cosmetics.

Mark was delighted to hear the news, commenting:

"I am delighted and honoured that in our 10th anniversary year we are celebrating having both a member of the NATRUE team and a NATRUE founder member (Weleda) amongst such influential grouping. NATRUE is extremely grateful for the recognition given by those who voted, and we take this with us as part of our continuing mission to protect the authenticity of the natural and organic cosmetic sector."

The new Who's Who in natural beauty top personalities is announced as follows:

1 Jayn Sterland - Weleda
2 Sarah Brown - Pai Skincare
3 Kim & Alexander Barani - Kinetic Enterprises
4 Lucy Pottinger - Holland & Barrett
5 Lorraine Dallmeier - Botanical Beauty
6 Lauren Bartley - The Soil Association
7 Kirstie & Luke Sherriff - Pinks Boutique
8 Sonia White - Love Lula
9 Jo-Anne Chidley - Beauty Kitchen
10 Helen Yeardsley - Pegasus PR
11 Fiona Klonarides - Beauty Shortlist
12 Janey Lee Grace - broadcaster & journalist
13 Dr Mark Smith - NATRUE
14 Amanda Barlow - Made for Life Organics
15 Imelda Burke - Content Beauty
16 Jale Demirchi - Jalue
17 Rebecca Goodyear - Rebecca Goodyear Health & Beauty
18 Laura Rudoe - Evolve Beauty
19 Margo Marrone - The Organic Pharmacy
20 Mark Steele - Waitrose
21 Graeme Hume - Pravera
22 Josephine Fairley - The Beauty Bible
23 Louise Dartford - Lou Dartford Green Beauty
24 Ben Wigley - Big Green Smile
25 Tabitha James Kraan - Tabitha James Kraan Organic Haircare

NATRUE’s recommendations for i...

POSTED: 29.09.2017 IN:

During SANA 2017, NATRUE introduced new communication tools designed to help consumers defend themselves from this ever-growing phenomenon. The new video in Italian, which has been previewed at the show (available on the YouTube Channel of the Association ) explains in a simple and modern way how to recognize true natural and organic certified products. In addition, the video points out the importance for NATRUE to be present and active in Brussels, the centre of decision-making processes, in order to protect true natural and organic cosmetics.

Inside the exhibition area visitors were able to leave their posts on a blackboard and under the hashtag #labelyoucantrust they could comment live on social networks on their experience at the stand of the Association.

"Consumers like Emma, ​​the protagonist of our video, want the products they buy to be natural and organic but they know that some may not really be; therefore, the NATRUE label offers a guarantee of naturalness in a clear and transparent way," said Francesca Morgante, NATRUE Label and Communication Manager.

The NATRUE standard, chosen from more than 5,000 products, 230 brands in 30 countries, is a guarantee label that was established to offer consumers the chance to choose true natural and organic beauty products. The standard sets three certification levels: Natural Cosmetics, Natural Cosmetics with Organic Components (at least 70% organic) and Organic Cosmetics (95% or more organic). In addition, the certification process is carried out by third party and independent organisations that verify product compliance to the standard.

In the area shared with its members Weleda and Naturativ who presented their product novelties, NATRUE has thus made a point on the trend of certified natural and organic cosmetics in the year of its tenth anniversary that was celebrated on Sunday 10th September at the stand with all its companies and partners. In fact, Sana has been chosen as the last Italian stage of the "10th Anniversary on Tour" which sees the association engaged until December in promotional activities in all major industry events.

"From Sana until the end of the year, NATRUE will be committed to responding to a number of challenges that are first of all linked to the new ISO 16128 guideline, of which the second part related to the criteria for natural cosmetics is expected to be published in the fall. This guideline, unlike the private standards, even allows the use of GMOs and synthetic ingredients, thus not only endangering consumers' confidence in natural and organic products but also affecting the important achievements of the sector", concludes Dr. Mark Smith, Director General of NATRUE.

NATRUE headed ad interim by An...

POSTED: 29.09.2017 IN:

Brussels, September 29th, 2017

Due to recent changes at the NATRUE member company Laverana, Klara Ahlers, former managing director of Laverana has resigned from her role as President of NATRUE. NATRUE Vice President Andreas Sommer will be chairing the work of the NATRUE Board of Directors during the interim period until the next membership assembly in spring 2018.

Andreas Sommer is Chief Commercial Officer (CCO) for the Weleda Group and a member of the Weleda Executive Board.

Dr Henrike Neuhoff, Chief Science Officer (CSO) at Laverana, will henceforth represent her company at NATRUE.

On behalf of all the NATRUE members, we would like to extend our heartfelt thanks to Klara Ahlers for her valuable contribution to our organization, both professionally as well as personally. During her 10 years as a Board member and especially, her 5 years as President of our organization, she has shaped NATRUE substantially and has helped build a worldwide network of likeminded individuals and organizations.

We wish Klara Ahlers all the best for the future.

NATRUE is a Brussels based international non-profit association committed to promoting and protecting Natural and Organic Cosmetics worldwide. Founded in 2007, we provide a home to all true friends of Natural and Organic Cosmetics and embrace all who commit to our high standards of quality and integrity.

NATRUE is hiring!

POSTED: 19.07.2017 IN:

Regulatory and Scientific Officer

NATRUE is looking for a highly motivated candidate seeking a long-term managerial opportunity in regulatory and scientific affairs. Candidates should show practical skills, high motivation for work, flexibility, and team spirit working with a dynamic and international team in Brussels.

Key Responsibilities:
The candidate will be responsible for two main areas of work within the Association:

1. Regulatory and Scientific activities (Association)

  • Identify strategic scientific and regulatory challenges via regular monitoring in the natural and organic cosmetic sector and related fields and coordination with internal working groups
  • Define scientific and regulatory strategy/policy making by submitting proposals to Director General in close cooperation with the technical delegates of the member companies
  • Organize and follow scientific projects as defined by the Director General and Board of Directors (BOD)
  • Be responsible of the Regulatory and Scientific working group and any other task force as defined by the Director General and BOD
  • Management of the association's role in EU-funded project consortium

2. NATRUE Criteria (Label)

  • Responsible for the update and interpretation of the NATRUE Label Criteria
  • Responsible for the Scientific Committee Criteria and Label
  • Responsible for the follow-up of technical inquiries on the Criteria (including those from the network of certification bodies working with NATRUE, Label Users and members companies, press, etc.)

Other tasks:

  • EU project management
  • Participation at international events, trade fairs, conferences
  • Support the office with meeting management, translations, and other tasks when required

Reporting lines

  • The candidate reports to the Director General and BOD via reports, conference call and meetings
  • The candidate will support the team in scientific/regulatory matters as of need


  • Master Degree level or higher in either Cosmetics, Chemistry, Pharmaceutical or Biomedical Sciences
  • The candidate should have experience in a similar mid-level managerial role or other technical role, and ideally with experience in regulatory affairs · Excellent time management and interpersonal skills
  • Able to maintain accuracy when multi-tasking
  • Ability to identify prioritise and co-ordinate workload to ensure support for co-workers and members of the association
  • High level of computer literacy

Desirable qualities:
Highly motivated: self-driven; resilient; team-oriented; Distinct language skills: Fluency in English with one other EU language; fluency or professional proficiency in German is desirable and French a plus.

Please send CV with cover letter to Ms Menouch Solimani Start 01/09/2017

Des déchets solides municipaux...

POSTED: 17.07.2017 IN:

Depuis le 1er juin 2017, NATRUE est partenaire d'une initiative de durabilité passionnante et innovante financée par l'UE, URBIOFIN, dont l'objectif est de transformer la partie organique des déchets solides municipaux en éco-produits, y compris les emballages de produits.

S'étant engagé à la protection et à la promotion des cosmétiques naturels et biologiques authentiques depuis dix an - un secteur qui évolue de plus en plus grâce à la constante et croissante attention portée à la durabilité -, NATRUE est ravie de participer au projet européen URBIOFIN durable. Ce dernier est coordonné par la société espagnole d'ingénierie IMECAL et a reçu un financement dans le cadre du programme de recherche et d'innovation Horizon 2020 de l'Union européenne dans le cadre de la convention de subvention n ° 745785.

En tant partenaire de projet, NATRUE "donne un autre signal important pour la durabilité et la responsabilité active. L'Association a rejoint le projet du consortium industriel pour aider à résoudre la pollution de l'environnement et contribuer à la transition vers une bioéconomie circulaire renouvelable en transformant durablement les déchets municipaux en produits ciblés comme les emballages cosmétiques ", explique la présidente de NATRUE, Klara Ahlers.

NATRUE a participé à la réunion de lancement du projet URBIOFIN qui a eu lieu les 12 et 13 juin 2017 à Valence, en Espagne. Prévu pour quatre ans, URBIOFIN démontrera comment dix tonnes de déchets urbains d'origine organique peuvent être transformés en éco-produits par jour, validant ainsi l'ensemble de la chaîne de valeur, y compris la participation des autorités de gestion des déchets dans les 28 États membres européens ainsi que la validation de produits sélectionnés par les consommateurs finaux. L'objectif est de progresser vers une bioéconomie plus durable en obtenant des produits écologiques précieux et commercialisables, tels les emballages de produits cosmétiques, à partir de déchets solides municipaux.

Pour plus d'informations sur le projet, cliquez ici.

From municipal solid waste to ...

POSTED: 17.07.2017 IN:

Since 1st June 2017, NATRUE has been partner of an exciting and innovative EU-funded new sustainability initiative, URBIOFIN, whose objective is to transform the organic part of municipal solid waste into biobased products, including product packaging.

Having been committed to protecting and promoting authentic Natural and Organic Cosmetics for ten years - a sector which is increasingly moving thanks to the constant and growing focus on sustainability -, NATRUE is delighted to be participating in the European sustainable URBIOFIN project. The latter is coordinated by the Spanish engineering company IMECAL and it has received funding from the Bio Based Industries joint Undertaking under the European Union's Horizon 2020 research and innovation programme under grant agreement No 745785.

In its role as a project partner, NATRUE "gives another important signal for sustainability and active responsibility. The Association joined the industry consortium project to help solve environmental pollution and contribute to the transition to a renewable circular bio-economy through sustainably converting municipal waste into targeted products like cosmetic packaging", explains NATRUE President Klara Ahlers.

NATRUE participated in the kick-off meeting of the URBIOFIN project which was held on 12th and 13th June 2017 in Valencia, Spain. Expected to run for four years, URBIOFIN will demonstrate how ten tonnes of organic urban waste can be converted into biobased products per day, thereby validating the entire value chain including the involvement of waste management authorities in all 28 European Member States as well as the validation of products selected by end consumers. The aim is to move towards a more sustainable bioeconomy by obtaining valuable and marketable bioproducts, such as cosmetic product packaging, from urban waste.

For more information on the project, click here.

Assemblée générale de NATRUE: ...

POSTED: 05.07.2017 IN:

L'assemblée générale de l'association NATRUE, qui compte environ 60 membres dans plus de 20 pays, s'est tenue ce mardi 30 mai 2017 à Bruxelles. Pour marquer cette 10ème année d'existence de l'association, la journée a été consacrée aux moments marquants dans les trois piliers de l'activité : le plaidoyer, le label et la recherche, et dont voici un résumé :

Les moments clés du rapport annuel

Ont été présentés au cours de la matinée. Citons parmi les principaux moments, la participation en Mai 2016 au Cosmetics Business Regulatory Summit, où NATRUE a présenté le cadre règlementaire pour les cosmétiques naturels et bio et donné son avis sur les directives pour l'ISO 16128. Cette nouvelle norme comporte le risque de saper la confiance des consommateurs, car elle autoriserait l'utilisation d'ingrédients OGM et synthétiques. C'est pour cette raison qu'en juin 2016, Dr. Mark Smith a participé and contribué au groupe de travail ISO, pour soutenir l'effort de protection des ingrédients et d'une définition stricte de ce qui constitue un cosmétique naturel et biologique. Le mois suivant, il a délivré une note de synthèse sur la question des "nouvelles techniques d'amélioration des espèces végétales" et avisé que ces techniques tombent sous le coup de la législation européenne sur les OGM.

La fin de l'année a vu NATRUE participer à la conférence annuelle de l'European Partnership for Alternative Approaches to Animal Testing (EPAA), un organisme fédérant les alternatives aux tests sur les animaux. L'année s'est terminée sur le cap des 35 marques supplémentaires ayant choisi le label NATRUE au cours de l'année 2016.

Communiquer mieux sur les labels : bientôt une vidéo !

Parce que les labels, c'est parfois compliqué, NATRUE a produit une vidéo d'explications sur la question. Présentée à l'occasion de cette AG, elle est désormais visible sur la chaîne YouTube de NATRUE

A ce sujet, Francesca Morgante, Label and Communication Manager, déclare: " L'étape des plus de 5000 produits certifiés NATRUE est importante pour nous. Cependant, nos efforts vont au-delà des simples chiffres : nous souhaitons nous engager aux côtés des entreprises qui partagent nos valeurs, et nous prenons très au sérieux notre rôle de surveillance du greenwashing. Une consommatrice comme Emma, le personnage principal de notre nouvelle vidéo, veut que son shampooing et son maquillage soit naturel ou bio, mais elle sait que certains produits peuvent ne pas être aussi naturels qu'ils le disent ! Heureusement que NATRUE est là pour guider dans les décisions d'achat. "

Participation à un projet de recherche à l'échelle européenne

Transformation des déchets solides municipaux en nouveaux produits BioBased. Le projet est financé par l'UE et commence à partir du 1er juin 2017 pour 4 ans. Il est financé dans le cadre du programme d'action conjointe Horizon 2020 - Bio-Based Industries. A ce sujet, Klara Ahlers, présidente de l'association, a déclaré "ces 10 dernières années, NATRUE s'est battu pour protéger et promouvoir le secteur de la beauté en Europe et dans le monde. Cette participation au projet Horizon 2020, qui démarre en juin 2017, envoie un signal important en matière de responsabilité. L'association a rejoint ce consortium pour contribuer à une économie circulaire en convertissant les déchets municipaux en produits cibles, tels que les packagings cosmétiques, et réduire ainsi la pollution."

Table ronde Encadrement législatif de la cosmétique naturelle/bio

Différents experts ont été réunis par NATRUE pour échanger sur l'avenir de la législation, à l'occasion du 10ème anniversaire de l'association, anniversaire fêté tout au long de la journée. Ces experts incluent Joëlle Meunier. Joêlle a suivi une formation de pharmacienne et a poursuivi son expérience de travail en officine, avec des responsabilités à l'agence belge des produits médicinaux, et dans le service public de santé belge. Elle est actuellement à la tête de le délégation belge dans le groupe de travail sur les produits cosmétiques à la Commission Européenne. Elle intervient aussi à l'Université Libre de Bruxelles et à l'Université de Liège.

Les autres intervenants incluent Dr Gerald Renner, directeur des affaires techniques pour Cosmetics Europe) , Juliette Leroux , chargée de campagne OGM pour les Verts et l'European Free Alliance au Parlement Européen, et Caroline Chaine, secrétaire Générale de ASPA-INGRECOS, Fédération des fabricants d'ingrédients cosmétiques et de tensio-actifs. Elle représente aussi l'association EDfCI (European Federation for Cosmetic Ingredients).

A propos de ce cadre légistlatif, Dr Mark Smith, directeur de NATRUE, conclut : "NATRUE est ravi de voir l'intérêt suscité par les cosmétiques naturels et bio, et le fait que le secteur dans sa globalité évolue vers des ingrédients plus verts et une plus grande durabilité. Il n'en demeure pas moins qu'en raison de l'absence d'une définition officielle (un cosmétique naturel et bio, c'est quoi ?) les normes privées continuent de jouer un rôle important pour guider les consommateurs dans leurs décisions d'achat. À cette fin, en préconisant une législation appropriée pour protéger les ingrédients et la promotion d'une norme stricte, notre association garantit que les consommateurs du monde entier ont accès aux produits de qualité qu'ils attendent."

NATRUE held its 10th anniversa...

POSTED: 01.06.2017 IN:

The annual meeting presents an opportunity to discuss the challenges for the NOC sector, and exchange ideas with key industry players. Guests listened to a stimulating panel discussion entitled "The EU Regulatory framework for Natural & Organic Cosmetics: Commitment to the future", with keynote speakers including Joëlle Meunier (Expert Cosmétiques S.P.F. Santé Publique - Health Belgium), Dr Gerald Renner (Director Technical Regulatory Affairs, Cosmetics Europe), Caroline Chaine (Secretary General of ASPA-INGRECOS; Technical Expert EFfCI), and Juliette Leroux (Campaigner Greens/European Free Alliance, European Parliament).

"As part of today's debate, NATRUE is delighted to see how much interest there is around natural and organic cosmetics, and how the sector as a whole is moving towards greener ingredients and sustainability. It remains the case that due to the lack of official definition for natural and organic cosmetics, private standards still play a role in supporting consumers' decisions. To this end, by advocating for appropriate legislation to protect ingredients and promoting a strict standard, our association ensures consumers worldwide receive the quality products they expect." Mark Smith, NATRUE Director General

10 Years of NATRUE
The NATRUE Association has seen steady growth over the past 10 years, with a total of more than 60 Members from over 20 countries worldwide. Moreover, a total of 35 new international brands adopted the NATRUE Label during 2016 leading to over 230 certified brands worldwide. The Association celebrated passing the milestone of 5,000 NATRUE certified products, with many others already in the pipeline expected to be certified before the 10th anniversary comes to a close.

New Video to inform consumers about the role of NATRUE
NATRUE screened a new film - an engaging new video, which explains what NATRUE stands for and how consumers can avoid greenwashing by looking for the NATRUE label on product packaging. The video is available to view on YouTube NATRUE's Channel:

"With over 5000 NATRUE certified products we have reached a remarkable milestone. However this achievement is far more than just a figure. We are keen to engage with those companies who share our values, and we believe in a responsibility to inform consumers of the risks of greenwashing. For consumers like Emma, the main character of our brand-new video, who wants her products to be natural and organic but knows that some may not be as natural or organic as they say they are - NATRUE is here to help."
Francesca Morgante, NATRUE Label & Communication Manager

New Sustainability Project Announced
NATRUE announced its future participation in an exciting and innovative new sustainability project, which will transform consumer waste into packaging for new products in the organic industry. NATRUE will be a partner in the EU-funded URBIOFIN project 'Horizon 2020' which will run from 1 June 2017 for 4 years.

"For 10 years, NATRUE has been committed internationally to protecting and promoting the authentic natural cosmetics sector in Europe and worldwide. In addition, with its participation in the EU research project Horizon 2020 that starts in June 2017, NATRUE gives another important signal for sustainability and active responsibility. The Association joined the industry consortium project to help solve environmental pollution and contribute to the transition to a renewable circular bio-economy through sustainably converting municipal waste into targeted products like cosmetic packaging." Klara Ahlers, NATRUE President

The meeting concluded with a colourful cocktail reception to celebrate NATRUE's Anniversary and everyone was invited to raise their glasses to the Association's 10-year commitment to natural and organic cosmetics.






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