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 http://www.sustainablecosmeticssummit.com/registration.htm
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.
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
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 www.youtube.com/watch ) 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.
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 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.)
EU project management
Participation at international events, trade fairs, conferences
Support the office with meeting management, translations, and other tasks when required
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.
Application: Please send CV with cover letter to Ms Menouch Solimani email@example.com. Start 01/09/2017
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.
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: https://www.youtube.com/watch?v=8eSFaY39AdE
"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.
On Tuesday 30th May, the Natural and Organic Cosmetics sector will gather in Brussels for NATRUE’s Membership Assembly. Not only will this annual get-together represent a dynamic platform for exchange of information on trending topics and for discovering the latest developments and challenges ahead of the Association, but also provide a wonderful opportunity to celebrate NATRUE’s 10th Anniversary.
Therefore, the NATRUE President, Mrs Klara Ahlers, is pleased to formally invite Members of the Association and friends of NATRUE to the 10th Anniversary Membership Assembly, to be held on:
Tuesday, 30th May, 2017
from 10.30 am onwards
@The Hotel Brussels
Boulevard de Waterloo 38, 1000 Brussels
The programme of the day will include the following activities:
In the morning, attendees will be presented the future commitments and the organisational structure of NATRUE as well as updates on all the accomplishments of the Association over the whole year 2016 in its main fields of activity, including advocacy, label and research.
For the participants who will attend the event during the entire day, they will have the opportunity to experience a stimulating panel discussion, entitled “The EU regulatory framework for Natural and Organic Cosmetics: Commitment to the future” with keynote speakers, and take part in an interactive Q&A session.
MEP representative (European Parliament)
Joëlle Meunier (Expert cosmétiques S.P.F. Sante publique - Health Belgium)
Dr Gerald Renner (Director Technical Regulatory Affairs, Cosmetics Europe)
Caroline Chaine (Secretary General of ASPA-INGRECOS; Technical Expert EFfCI)
TBC (representative from cosmetic SME association [UEAPME/COSMED])
Juliette Leroux (Campaigner Greens/European Free Alliance, European Parliament)
Last but not least, after concluding remarks by the NATRUE President, all participants are invited to a cocktail reception in honour of NATRUE’s 10th Anniversary and raise their glasses to the Association’s 10 years of commitment – and challenges ahead. We look forward to your registration and to welcoming you in Brussels!
10 years of NATRUE NATRUE was founded in 2007 by pioneers of Natural and Organic Cosmetics in order to establish an internationally uniform standard for Natural and Organic Cosmetics as the multiple different national labels that existed generated confusion among consumers. NATRUE successfully took up this challenge and developed a transparent, international standard. Since then, products of over 230 manufacturers from 30 different countries carry the NATRUE Label. Klara Ahlers, NATRUE President, says: “10 years of NATRUE and over 5,000 certified products – we are proud of what we have achieved over the last years in collaboration with our partners. Our goal is to continue raising awareness of natural skin care, and to protect and promote this internationally.“
From BB creams to nail varnish: the evolution of NATRUE and natural cosmetics The first product certified to the NATRUE standard was a body oil. This marked the beginning of many other products that followed suit: in 2009, 400 products were certified, followed by another 600 in 2010. Since then, the number of certified products carrying the NATRUE seal has continued to grow internationally. The variety of certified products also helped to track the evolution of Natural and Organic Cosmetics. Over the last eight years, the product diversity, and hence the choice for consumers, has increased sharply – from hair and men care products to decorative cosmetics for the face and nails. For instance, just a few years ago, it was unthinkable to have a nail varnish in certified natural cosmetics quality, and yet today several NATRUE certified manufacturers have launched their own nail polish lines onto the market. Furthermore, NATRUE certified products now also include megatrends such as BB and CC creams, highlighters and products with natural actives.
A glimpse into the future As this development shows, the natural cosmetics sector is growing stronger and more diverse than ever before. We see the potential for this trend to continue into the future. Yet with the second part of the ISO guidelines for Natural and Organic Cosmetics expected to be complete this year, we have so far seen from the first part a notable weakening in the definitions of natural ingredients from the stronger definitions present in current private standards, like NATRUE’s. For NATRUE, any justified use of petrochemical and GMO ingredients for Natural and Organic cosmetics according to these guidelines may also undermine consumers’ trust in the industry in the future. Therefore, it is crucial that Natural and Organic Cosmetics provide the consumer with authentic end products that embody transparency and trust. NATRUE is fully committed to a standard that provides high quality criteria in an international standard for the benefit of consumers worldwide.