NATRUE - True Friends of Natural and Organic Cosmetics


NATRUE at VIVANESS 2019: Claim...

POSTED: 11.02.2019 IN:

NATRUE's pavilion is a place where every visitor can discover NATRUE certified products from all over the world, learn more out about the association, the NATRUE seal, and current political and regulatory developments impacting the sector. The NATRUE pavilion (Hall 7A - Stand A251) will be occupied by NATRUE and representatives of seven international manufacturers of NATRUE certified natural and organic cosmetics from Germany, France, India and Switzerland. In addition, industry pioneers, and founding members of NATRUE, Primavera, Laverana, Logocos, and Weleda will be exhibiting in Hall 7A as well as 18 trailblazing companies from across the global using the NATRUE Label

Key facts about the NATRUE joint stand at VIVANESS 2019:


Primavera (Germany), Beauty Garden (France), Hej Organic (Germany), Life & Pursuits (India), Natural Cosmetics Naturkosmetik (Germany) , ÜBERWOOD (Germany), Vedic Aroma (Switzerland).



Wednesday, 13.02. to Saturday, 16.02.2018



Messe Nürnberg | Hall 7a | Stand 251

Hand-in-hand with increasing global demand for natural and organic cosmetic products, we are witnessing consumers gravitating towards ever more conscious and ethical purchases. Mindful consumption is a megatrend in 2019, and one whose impact has spread across the entire cosmetic industry; far wider than just the natural cosmetic sector. Conscious consumerism covers all aspects including information on where an ingredient was sourced, how it is made and by who, and its impact on the environment. Consumers are looking at the whole picture from the field to the packaging that surrounds the product.  

As the demand grows for more ‘all natural’, ‘eco/sustainable’ and ‘non-GMO’ or ‘organic’ products we still see many interpretations or ‘shades of green’. A key message for the presence of the international non-profit association in 2019 is NATRUE’s continued action to tackle the underlying need for better regulation when it comes to claims related to ‘natural’ and ‘organic’ - to level the playing field; to assist consumer’s trust; to promote the authenticity; to boost integrity for future market growth; to define the scope of product innovation. Consumer demands can be better met provided that there is better distinction between natural and bio-inspired products coupled with reduced fragmentation in the market.

“With greater than 6000 certified products on the market, NATRUE has witnessed increasing interest in certification to a high standard when it comes to basic requirements for the naturalness and organic-ness of their cosmetic products. We see that in the absence of harmonized official definitions to support the claims ‘natural’ and ‘organic’ that labels continue to help to orientate and reassure consumers towards those products that meet their perceptions and expectations of authenticity. Indeed, conscious consumerism demands transparency and high-quality information to make an informed decision when it comes to natural product purchases”, said Dr. Mark Smith, NATRUE Director General, who continued: “At VIVANESS, NATRUE finds its home. VIVANESS remains a key event where all the association’s activities are perfectly balanced to interact on this focused, dynamic and vibrant international platform that bring together stakeholders to work jointly on existing and emerging issues impacting the integrity, future definition and direction of the sector.”


The NATRUE team will be at the stand at the visitors’ disposal throughout the fair days. In addition, Dr. Smith will attend Vivaness’ Opening Ceremony on Wednesday 13th February at 12:30 pm in NCC Ost, Hall Tokio and hold the following presentations during the fair:

Wednesday 13th February, 10:30-11:15am: ISO 16128: Monitoring Progress

Friday 15th February, 10:00-10:45am: What’s impacting natural and organic cosmetics in 2019: Evolving and Emerging Legislation

Additional information on the talks can be found here:

NATRUE is hiring a Communicati...

POSTED: 18.01.2019 IN:

As Communication Officer at NATRUE, your key responsibilities will be :


• Plan and develop the NATRUE communication strategy superstructure and budget together with the responsible internal working group

• Execute the strategic and timely implementation of internal and external communication material as part of NATRUE communication and PR strategy (annual reports and newsletters, position papers, factsheets and infographics, label, press releases, etc.)

• Coordinate communication activities to raise NATRUE's presence internationally

• Monitor, collect and analyze NATRUE's presence in international press and on social media in collaboration with our PR agencies

• Propose and implement dissemination activities to promote the association (Influencers events, EP events etc.)

• Establish and/or maintaining contacts with relevant EU and international stakeholders to develop press relations; handle media requests

• Organization of communication and participation at event; create speaking and interview opportunities



• Master degree in communication, PR, marketing

• Minimum of 3 to 5 years' experience with preference for prior experience within the cosmetic industry or similar

• Passionate about the natural and organic cosmetic sector

• Ability to write, proofread and edit sophisticated and technical texts applicable to reach multiple stakeholders

• Proven track-record of leading communication strategies including social media

• Native speaker or very high proficiency on both English and German. Additional languages an advantage (IT, FR, others).

• Skills in brand communication advantageous

• Self-motivated, positive and professional approach to management

• Well-organize with the capacity to work both in team and independently on complex tasks to deadlines


What we offer

NATRUE offer an international work environment in a small and enthusiast team, providing the possibility of professional development in the international non-profit. A full-time position (part-time can be discussed) is anticipated with competitive remuneration.

Send CV and covering letter to

Closing date 15/02/2019.

NATRUE recognised by Natural B...

POSTED: 08.10.2018 IN:

Dr Mark Smith, Director General of NATRUE, has been voted No.12 in this year's 'Who's Who in Natural Beauty', published in the autumn issue of Natural Beauty News. Editor Rosie Greenaway commented: "This year's Who's Who is proof of a solidarity I witness every day in our industry - a shared vision for beauty which is being championed by pioneers and newcomers alike. Of course, each finalist will celebrate their individual successes, and rightly so, but to see so many prominent names working synergistically to advance the market is truly heart-warming. It's evidence of what a progressive time this is for the sector - mainstream beauty had better watch its back!"

On hearing the news Mark commented: ""It is a proud moment to receive the news that NATRUE is once again in the Natural Beauty Top 25 for the third year! NATRUE was created to protect the authenticity of natural and organic cosmetics, and in being selected we would like to thank all those who expressed their interest, who voted, who promote transparency daily, and in doing so salute those who share an unbridled passion for our beloved sector as we do."

The Top 25 provides an overview of the prominent figures and innovators who are shaping and leading the UK's natural beauty industry, all voted for by their industry peers. The list includes founders of beauty brands, manufacturers, bloggers and influencers, writers, distributors and make-up artists who all champion natural and organic cosmetics on a daily basis.

1 Jayn Sterland - Weleda

2 Jo-Anne Chidley - Beauty Kitchen

3 Lorraine Dallmeier - Formula Botanica

4 Fiona Klonarides - The Beauty Shortlist

5 Kim & Alexander Barani - Kinetic

6 Sonia White - Amarya

7 Imelda Burke - Content Beauty & Wellbeing

8 Lou Dartford - Makeup Artist & Beauty Blogger

9 Lisa Basso - Inner Senses Organic Beauty & Wellbeing

10 Janey Lee Grace - Imperfectly Natural

11 Ana-Maria Green - Blogger

12 Dr Mark Smith - NATRUE

13 Tabitha James Kraan - Tabitha James Kraan Organic Hairdressing

14 Sarah Willson - Holland & Barrett

15 Ailish Lucas - Blogger

16 Amanda Barlow - Made for Life Organics

17 Raquel Wing - The Clean Hub

18 Wendi Berger - Pour Le Monde

19 Dominika Minarovic & Elsie Rutterford - Clean Beauty Co

20 Yelena Serebryakova - Wild Beauty Apothecary

21 Khandiz Joni - Makeup Artist

22 Zane Piese - Atlantis Skincare

23 Graeme Hume - Pravera

24 Mel Jenkinson - Glow Organic

25 Sarah Brown - Pai Skincare


About NATRUE: NATRUE is an international non-profit organisation located in Brussels. It has promoted and protected authentic natural and organic cosmetics since October 2007. The NATRUE label sets a high standard which guarantees quality and integrity, so consumers worldwide can identify and enjoy natural cosmetics truly worthy of that name. All certified products are listed on a public database accessible at which can be used as a check list if you want to confirm whether a product is natural or organic.

NATRUE’s engagement for the Su...

POSTED: 05.10.2018 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 part of the Session 2 on "Green Materials" and the panel discussion on 6th November 2018 at 16.15-17.55.

For the first time, the summit will discuss the disruptive influence of new technologies on cosmetic formulations and marketing. New approaches to produce and extract active ingredients will be covered, as well as new technologies that provide traceability and transparency for raw materials. The prospects for artificial intelligence in the beauty industry will be explored. An update will be given on the growing array of green materials making their way into cosmetic & personal care formulations. Details will be given of new botanical actives, as well as ingredients from food side streams. With growing concerns about air pollution and blue light radiation, natural ingredients for environmental protection will be introduced.

Co-hosted with the Summit, the Sustainability Beauty Award winners will be announced with brands from all over the world competing for the five prestigious categories including products, packaging, ingredients, pioneering activities and leadership. In 2017, NATRUE was delighted to celebrate the NATRUE certified brands Alteya Organics from Bulgaria who won the Sustainable Beauty Award in the category Green Formulation, and Trilogy Advanced Natural Skincare who was runner-up for the same category.

More information can be found here:

NATRUE celebrates a new milest...

POSTED: 10.07.2018 IN:

Leading brands in the NOC sector trust NATRUE

Global NOC brand leaders and NATRUE founders Weleda, Dr Hauschka, Lavera, Primavera and Logocos were amongst the first to carry the NATRUE seal on their products, and over the past decade these pioneers have been joined by many more new up-and-coming brands. As of June 2018, more than 6,000 NATRUE certified products are now available on the market, from approximatively 230 committed brands, with more in the pipeline!

The NATRUE Label represents trust and authenticity, setting the standard that a true natural and organic cosmetic should be. It’s a global seal, instantly recognisable wherever you are in the world - with brands from 32 different countries, from the USA to Japan and throughout the European market.

For the consumer, the seal provides instant clarification whether a natural and organic cosmetic is truly worthy of that name, and that it is of the highest quality. Moreover, consumer confidence in the NATRUE seal is clear and combined worldwide consumer sales attributable to products carrying the NATRUE logo exceed 1 billion euros.


Strictness and transparency: what makes the NATRUE Label the choice of market leaders?

The NATRUE Label offers a guarantee that those brands using it are committed to fighting greenwashing, both for ingredients and finished products. The NATRUE criteria have achieved this by setting clear requirements for a product’s contents, its naturalness or organic credentials, and by focusing on authenticity, transparency and clarity - not ambiguity.

The NATRUE Label guarantees a meaningful standard for natural and organic cosmetics. The requirements of the NATRUE Label mean that certified products cannot contain mineral oils, silicones, GMOs, microbeads, synthetic fragrances, artificial preservatives such as parabens, as well as setting requirements for the biodegradability of certain ingredients to protect the environment, and a global ban on the use of its seal on products where animal testing is required. Thanks to this strictness and transparency, the NATRUE Label is a market leader for certified natural and organic cosmetics with the highest number of certified products.

Dr. Mark Smith, General Director of NATRUE, commented: “Now, more than 10 years after the founding of the NATRUE Label and the establishment of its criteria, we are delighted to celebrate the proud milestone of 6,000 certified products. This milestone is unquestionably a testament to the dedication and commitment of all our partners on this journey. Our goal remains clear: authenticity and transparency is key to consumer confidence and market growth. We will continue to raise awareness of natural skin care, and to protect and promote this internationally”.


Looking to the future: NATRUE will continue to fight for a higher quality in the NOC sector

Over the last decade, the Natural and Organic Cosmetics sector has significantly grown and we can clearly see the potential for this trend to persist in future with the rising focus on conscious and ethical consumerism. A crucial factor is to maintain consumer trust for sectoral growth. This can only happen through transparency; meaning all those involved must be proactive in their commitment to eliminate greenwashing to deliver the authenticity consumers demand.

This is why NATRUE was created by its founders - to protect and promote the sector - and why from day one our mission has been to work closely with the numerous stakeholders, including the EU institutions, for the benefit of the NOC sector and the consumers of our beloved products.

Beating Plastic Pollution - Wo...

POSTED: 05.06.2018 IN:

Combating plastic pollution in the EU and Worldwide

Plastic pollution is an ever-growing environmental issue which is estimated up to 13 million tonnes of plastic waste ending up into the ocean each year. At an EU level, the European Commission has adopted a wide strategy targeting plastic waste last January, and aims to make all packaging in the EU market recyclable by 2030. Furthermore, the consumption of disposal plastic will be reduced and an intentional use of microplastics will be restricted according to the European commission press release.  

Today is World Environment Day, host in India, and the timely theme this year is “beat the plastic pollution” NATRUE is celebrating this day and expressing its commitment to environmental impact and sustainability though its diverse activities


NATRUE Label requirements for a better environment

Recently a number of countries have begun to adopt legislation, and the European cosmetics industry has generated initiatives to significantly reduce microplastic impact. Yet, since its creation 10 years ago the NATRUE Label criteria has always prohibited the use of microplastics, as well as setting requirements for packaging and disposable carrier materials like wet wipes; always having in mind to reach better sustainability practices. 

Being attentive to a high-quality standard for natural and organic cosmetics products, the NATRUE Label’s authenticity reflects not only what is on the inside but aims to minimise the environmental impact of what is outside too.

In addition of to this end, packaging is something that has been taken with particular attention in the NATRUE criteria over the years.


Looking to the future: Sustainable plastics

Lowering waste and reducing environmental impact, as well as respect for sustainable biodiversity, are concerns that motivate NATRUE’s commitment to guarantee the vital continuity of high quality natural and organic beauty products. Aside from the NATRUE label, NATRUE’s dedication to the sector extends to its research activity. In 2017, NATRUE joined the EU-funded project URBIOFIN, aiming to transform and valorise Municipal Solid Waste (MSW) into new products with high industrial interests including cosmetic packaging for a sustainable future.

What can you do?

Take part to actions and activities worldwide, like beach clean-up. Find the nearest event next to you here

You can also join the global game of #BeatPlasticPollution tag, by sharing on your social media about this issue and rally your friends and family for the #WorldEnvironmentDay

Together we can beat plastic pollution!

NATRUE to participate at Susta...

POSTED: 18.05.2018 IN:

NATRUE is a supporting association for the event and actively participating during the two days. In particular Dr. Mark Smith, Director General of NATRUE, will be taking part in the panel discussion "Private and International Regulations – maximising the green impact" from 12:20 to 13:20 on Day 1 - Thursday 31st May. Mr. Sven Gehrig will also join the panel as a representative from one of the NATRUE founder member companies, WALA GmbH (Dr Hauschka, Germany).


On Day 2, Mrs. Jayn Sterland, from NATRUE member Weleda UK, will open the event with a talk on “Conscious beauty: pioneering sustainability in today’s cosmetics business” (09:25-09:50 am) and close this year’s edition of the Sustainability & Naturals in Cosmetics with “The future of sustainable cosmetics – what is next?” (03:25-03:50 pm).


With ever increasing consumer demand for naturals and a growing consciousness concerning issues of sustainability, a product’s life-cycle, its manufacturer, ingredients origin and packaging, the cosmetics industry is in a process of adaptation of its practices and global trends in order to stay ahead of the market. The conference aims to provide a platform to discuss these key topics, challenges and to debate current best-practices and goals for the sector through the input of multiple stakeholders.


Day 1 will be dedicated to “Trends in the natural and organic cosmetics industry”, “Innovation in formulation, ingredients and raw materials” and “Cosmetics certification standards and requirements”, and Day 2 to aspects covering “Marketing in sustainable cosmetics”, “Managing a sustainable supply chain”, and “Trends in sustainable cosmetics packaging”.


This two-day event promises to deliver on several key topics within the industry, bringing together key professionals from across the cosmetics industry, from raw material suppliers to retailers to associations and more.


If you would like to have more information and join the event, find out more here >>> link to the Event website

NATRUE Membership Assembly 201...

POSTED: 15.05.2018 IN:

Every year, the Membership Assembly is a great opportunity to address and update the challenges of the Natural and Organic Cosmetics (NOC) sector together with the main achievements of the past year. On Tuesday 24th April 2018, NATRUE held its annual Membership Assembly in Frankfurt – Germany. The occasion to update Members of the Association about its activities in the areas of advocacy, label and research. This year the international non-profit association again grew its membership, now to 75 active members worldwide. NATRUE also demonstrated the powerful impact and continued growth of NATRUE label in the NOC sector, as chosen by the globally leading brands of certified natural and organic cosmetics.



Outstanding Market Relevance

Between 2017 and 2018, more than 500 new products and 12 new brands adopted the Label. As of April 2018, this brings a total number of certified brands up to 250, covering 31 countries globally and for the 1st time we saw new brands from Brazil and Morocco. The combined worldwide consumer sales attributable to products carrying the NATRUE seal exceeds 1 billion euros, showing that there is a real trust from consumers to cosmetic products bearing the NATRUE label – a true reference in the certified NOC world.


Advocacy at its heart

As a founding principle of NATRUE, advocacy for the coming year continues to focus on definitions for product criteria, natural ingredients protection and “green” claims to combat greenwash for the benefit of the consumer and the sector alike. New areas of focus also include environmental fate of ingredients, products, plastics including product packaging and sustainability. On-going areas of activity, and top priorities for its members, include fragrance allergens, endocrine disrupting compounds, new plant breeding techniques and GMOs, nanomaterials and a global animal testing ban.


Innovating waste to cosmetic product packaging

Last year, NATRUE announced its participation to the exciting and innovative new sustainability project, URBIOFIN, which is aiming to transform and valorise customer waste into new products including cosmetic packaging. One year on, it was the opportunity to update members on the project and sustainability actions at EU-level dealing with the Circular and Bio-based Economy. The project runs until May 2021 and more information can be found here:  


"For over 10 years NATRUE has provided the voice, and the scope and diversity of our activities demonstrates commitment to all in the sector. As NATRUE’s dedicated membership and Label users grow we face both new and existing challenges together. NATRUE will always be a home to embrace those advocating for high quality who support and nurture growth of a vibrant, and continuously innovative sector for the benefit of consumers worldwide.” Dr. Mark Smith, NATRUE Director General.

Hans Nijnens appointed as new ...

POSTED: 20.04.2018 IN:

The Board of Management of the International Natural and Organic Cosmetics Association (NATRUE) has decided during its meeting on 23rd April 2018 to appoint Mr. Hans Nijnens as the new President of NATRUE from 1st May 2018 onwards.

Mr. Nijnens (1957), former General Manager at Weleda Benelux SE, joined the Board of Management of NATRUE already in 2013, also representing Weleda as one of the founding members. From 2013 to 2017 he was vice-president of NATRUE. For many years, he took up the role of intermediary between the Board and the Secretariat in Brussels.

We thank Mr. Nijnens for this strong commitment and wish him every success in his new role. We are confident that by taking this step, the NATRUE organization will reinforce its mission to protect and promote natural and organic cosmetics to the benefit of consumers worldwide.

NATRUE at Cosmoprof 2018: How ...

POSTED: 07.03.2018 IN:

Based in Brussels, the International Natural and Organic Cosmetics Association whose mission is to promote and protect natural and organic cosmetics will participate at the international trade fair for the professional beauty industry from 15th to 18th March to promote protection strategies and grow awareness of authentic natural and organic cosmetics.

Consumer transparency and authenticity of natural and organic cosmetic products - these are the topics at the heart of NATRUE's presence at the 51st edition of the International Beauty Exhibition in Bologna.

In a large exhibition space (Stand A9 - Hall 21N), the international Brussels based non-profit Association will explain the tools that facilitate the identification of natural cosmetics and initiatives to fight the ever-increasing phenomenon of greenwashing. NATRUE will also talk about innovation as a fundamental driver for a qualified development of the sector and address the topic of sustainability.
NATRUE is happy to co-exhibit with its following member companies: Dr. Hauschka (Wala Heilmittel), Kneipp, KHK lipcare and Naturdermal (COOP/Co.Ind) who will present their NATRUE certified product novelties.

On Friday 16th March from 10.45 to 11.30 Dr. Mark Smith, NATRUE Director General, will participate in the roundtable discussion entitled "Natural and organic: an update of the industry". The presentation will start with a seminar on the global natural and organic cosmetics market, providing latest trends and developments of a rapidly expanding sector, followed by a debate that will address the future outlook regarding standards, green raw materials and promotional strategies.

"Unfortunately, the greenwashing phenomenon is still growing rapidly, which is why NATRUE considers it fundamental to consolidate the value of authentic certified natural and organic cosmetics. Authenticity and transparency are the themes we aim to enhance with our presence at the Cosmoprof 2018 edition," said Dr. Mark Smith, NATRUE Director General.

For more details on the seminar, including free registration, click here: