NATRUE - True Friends of Natural and Organic Cosmetics


Where natural beauty feels at ...

POSTED: 09.05.2016 IN: Events

This year, there many more good reasons to participate.

First of all, in the morning starting at 10.30, GfK will present the insights of a cross-country study research commissioned by NATRUE which will reveal consumer expectations and level of awareness about Natural and Organic Cosmetics from six European countries (Germany, France, UK, Italy, Sweden and Poland).

As a conclusion to the morning session all the participants will receive a copy of the first edition of the NATRUE Annual Report: key facts and figures about NATRUE, the spread of the Label, the engagement of the members and NATRUE accomplishments over the whole of 2015.

For those who remain for the entire day – the afternoon interactive sessions will prove to be interesting and informative. On this occasion, NATRUE has invited keynote speakers who will provide the audience with relevant, new and stimulating content:

MARKET Trends - Amarijt Sahota - Organic Monitor

How will the Market for NOC’s develop within the next 10 years?


Claims and Regulations - Theresa Callaghan - CCI

Natural Cosmetics and EU Claims Legislation - Compliance, Issues and Future Perspectives


Social Media Marketing – Visibility - Lisa Brandstötter Boom Creative Lab

What are the best marketing strategies on Facebook and Instagram for Private Natural & Organic Labels to increase attention span, engage with the right audience and understand consumer needs?


Scientific Research Projects - Mattias Vey - IFRA

Which Scientific Developments should or could be adopted by producers of NOC’s to maintain or increase innovation in the sector of Natural and Organic Cosmetics?

Our aim is to offer each participant valuable content to take home – therefore we have sessions on the market trends, on regulations, as well as on scientific or communication topics” explains Carol Ward, Office Manager at NATRUE, in charge of the program of the day.

Participation to the whole day is free of charge.
Membership to NATRUE is not a precondition for participation.
A close session for the members only is foreseen in the morning and not open to the public

Registration can be done via the following link


We look forward to welcoming you!



New NATRUE Pavilion - NATRUE c...

POSTED: 18.04.2016 IN: Events

NATRUE Label & Communication Manager Francesca Morgante elaborated:

"The new Pavilion will bring together both established pioneering beauty brands such as Lavera and Weleda, who were founding members of NATRUE in 2007, and new brands to the UK from around the globe - Italy, Germany, Switzerland, Poland and beyond. Joining forces under the umbrella of the NATRUE Pavilion, we hope to communicate the importance of certification for manufacturers when differentiating themselves from all the 'greenwash' beauty brands on the market, and we will be raising awareness of NATRUE's high certification standards and the benefits for consumers and indeed retailers."

The Pavilion will include the following exhibitors: Ÿ

  • Weleda (UK) Ÿ
  • Lavera (Germany) Ÿ
  • Gala (Italy) Ÿ
  • Le Fate della Terra (Italy) Ÿ
  • BRANDPUR (Germany) Ÿ
  • Aromeda (Poland) Ÿ
  • Vivienne Swiss Formula (Switzerland)

Klara Ahlers, President of NATRUE and Managing Director 
Laverana GmbH commented: 
"We are delighted to be present at Natural & Organic Products 
Europe as a brand and manufacturer for the very first time. 
We deliberately decided to join the NATRUE Pavilion rather than having a stand of our own. The shared Pavilion will be a good opportunity for our brand Lavera to exhibit alongside other certified brands, and to highlight the quality and strength of true certified natural and organic cosmetics."

Weleda's Commercial Director Jayn Sterland also commented: "We are really looking forward to joining forces with NATRUE and other NATRUE-certified beauty brands in support for genuine and strict certification standards for natural and organic cosmetics. The Pavilion will be a real information hub at the show where retailers can find out more about NATRUE and what the logo stands for, how it differentiates brands such as Weleda, and offers customers a real guarantee of authenticity. We are excited to be revealing our latest launches, including a range of NATRUE-certified natural fragrances".

NATRUE Talk - Sunday 17 April 2016 at 3pm Visitors can listen to NATRUE's talk 'Natural & organic cosmetic consumers - what drives their purchasing decision?'
, on Sunday at 3pm in the Natural Beauty & Spa Theatre. Carol will explain the findings of an international research study carried out by Gfk to explore what consumers expect from natural and organic cosmetics and what they truly know about them.

The NATRUE team looks forward to welcoming visitors and Press onto the stand. Carol Ward and Krystel van Hoof will be available at the Pavilion to answer questions. Press are invited to collect a pampering NATRUE goody bag of natural and organic cosmetics from participating brands.

NATRUE at COSMOPROF 2016 to in...

POSTED: 11.03.2016 IN: Events

In the joint exhibition space of NATRUE (hall 21N booth A11), visitors can explore what differentiates the true natural and organic cosmetics by the growing phenomenon of greenwashing. NATRUE will be present along with Dr. Hauschka - WALA, Gala Cosmetics, Elotia and Weleda, leading companies in the field of green cosmetics, which will present their new NATRUE certified products.

"Although the natural and organic cosmetics market is expanding, it still lacks a dedicated law. While consumers have become more aware, greenwashing still represents a risk. Our participation expresses a willingness to promote certification as a useful tool for companies and consumers alike to promote authentic natural and organic cosmetics," said Francesca Morgante, NATRUE Label Manager.

Francesca Morgante will be available for journalists and visitors to present the rules useful to identify a natural cosmetic that can be summarized into three fundamental key points: the absence of certain substances by itself does not qualify a cosmetic as natural or organic; the presence of organic extracts alone does not guarantee the naturalness of a formulation. Finally, an independent third party certification process based on a strict protocol is an assurance of quality.

Currently, the NATRUE standard, which is adopted by more than 200 brands leading to over 4,700 certified products, goes beyond these basic rules. In actual fact, NATRUE requires that at least 75% of the product line must be able to obtain certification. In addition, water, the main ingredient in many cosmetic formulations, is not considered a natural component, thus NATRUE avoids inflating the perception of naturalness by the consumer.

Press Inquiries:

Press release in Italian available here

Press Open Day invitation in Italian available here

NATRUE with joint stand at VIV...

POSTED: 28.01.2016 IN: Events

Since 2007, VIVANESS is taking place in parallel to BIOFACH as a trade fair for natural cosmetics in Nuremberg and has established itself as a central platform for the natural and organic cosmetics industry over the last few years.

NATRUE, the International Natural and Organic Cosmetics Association will be represented from 10th to 13th February at the trade fair and partake for the first time with a joint stand at VIVANESS (Hall 7A, stand 245). In addition to information on the association, the NATRUE label and the latest developments, the stand of over 100m2 offers space to exhibition representatives of twelve international manufacturers of natural and organic cosmetics which use the NATRUE label.

These include, among others, the NATRUE founding members and industry pioneers Laverana, PRIMAVERA-LIFE and Weleda. "We have taken the 10th anniversary of VIVANESS as an opportunity to conceive a new representation of NATRUE at the trade fair," says Francesca Morgante, NATRUE Label Manager. "The result - a joint stand with twelve NATRUE certified brands, perfectly reflecting the internationality of our label and the great commitment of the brands who, together with NATRUE, promote and protect certified natural and organic cosmetics."

Key dates related to NATRUE's joint stand at VIVANESS 2016:

Who: - NATRUE - Cosnature (Cosmolux, Germany) - Dermoplant (Dermoplant, France) - Farfalla (Farfalla Essentials AG, Germany) - HEJ ORGANIC (BRAND PUR GmbH, Germany) - Irish Organics (RÍ NA MARA, Ireland) - lavera (Laverana GmbH, Germany) - Master Lin (GW Cosmetics GmbH, Austria) - Naturativ (Aromeda, Poland) - PRIMAVERA (PRIMAVERA LIFE GmbH, Germany) - Idea Toscana, Prima Spremitura Bio (Il Forte srl, Italy) - Vivienne Swiss Formula (Vivienne Swiss Formula GmbH, Switzerland) - Weleda (Weleda AG, Germany).

When: Wednesday, 10.02. to Saturday, 13.02.2016
Where: Trade Fair Nuremberg | Hall 7a | Stand 245

Under the motto "Discover the World of NATRUE", there will be the possibility to discover NATRUE certified products from all over the world: journalists and bloggers are to receive a "passport" which will guide them through their discovery journey across the world of NATRUE on the exhibition grounds of VIVANESS, informing them about the various NATRUE certified products and brands.

The NATRUE Team will be at the stand at the visitors' disposal throughout the trade fair days. Moreover, NATRUE President Klara Ahlers, NATRUE Label Manager Francesca Morgante and Regulatory and Scientific Manager Dr. Mark Smith will be represented on the new action stage "VIVANESS on stage" within the framework of the "VIVANESS Congress" with presentations and panel discussions: updated information can be found here

To conclude, Klara Ahlers, President of NATRUE states: "Today, after more than 10 years, VIVANESS has become indispensable for the natural cosmetics sector - such as NATRUE and the NATRUE label. For us as a manufacturer, the fair is one of the most essential and credible platforms to present our brand and products. We are proud to be attending VIVANESS this year as a long-time partner within the framework of NATRUE's joint stand. There could not have been a better time for a new, common NATRUE project such as this one."

Exclusive industry insights to...

POSTED: 30.10.2015 IN: Events

Beauty Panel - Natural & Organic Beauty Sunday 1st November 15.00-15.45

Moderator: Irene von Arronent, NOC Sweden
Ann-Mari Patshijew, Chairman of PRO luonnonkosmetiikka
Francesca Morgante, NATRUE
Elodie Toulouze, Ecocert Greenlife

NATRUE - what makes the TRUE difference Monday 2nd November 13.00-13.45

As an anticipation of her talk Francesca Morgante says:

Consumers increasingly look for naturalness in the cosmetic sector and they are more aware now than in past about what natural and organic cosmetics really means. But how is the industry reacting to this growing awareness? With ISO guidelines about to see the light there is the risk of introducing a kind of “legitimized green-washing”. This sector does not need another (weak) definition of natural and organic products instead it is important to continue to set high natural and organic cosmetic standards, just as NATRUE does, and continue to work hard to explain to consumers the added value of natural and organic cosmetics for ourselves and for our world.”

According to Organic Monitor, the Nordic market is one of the fastest growing in Europe, with sales of natural and organic cosmetics projected to reach EUR 200 million in the coming years. 

“Scandinavia has some of the highest expenditure rates for natural and organic products in the world,” comments Amarjit Sahota, president of Organic Monitor.

“The Nordic market for natural and organic cosmetics is growing by about 10% per annum, compared to about 5-7% for Western Europe.  Increasing distribution is a major driver of market growth, with natural and organic cosmetics making inroads in department stores, beauty retailers, supermarkets and the spa channel.  Although specialist retailers (health food shops and organic food retailers) still generate the bulk of sales in the Nordic region,” he says.

For further information, including exhibitor listings and seminar details, please view the online show guide at


NATEXPO: NATRUE’s place to be

POSTED: 16.10.2015 IN: Events

"With 14% of exhibitors from 19 countries, NATEXPO represents for NATRUE the best place where to meet the French natural and organic cosmetic sector as well as international players" says Francesca Morgante, NATRUE Label Manager who will attend the show.

In this extraordinary context NATRUE will be guest of the brand lavera (Stand E11) which is not only NATRUE certified but also a founding member of the NATRUE Association.

NATEXPO can be the perfect occasion for journalists, retailers and producers to discover more about NATRUE's contribution to the hot-topics like ISO 16128 and fragrance allergens - just to mention a few - and how its leading role in the Brussels arena is supporting the authentic natural and organic cosmetic sector in fighting greenwashing.

"NATRUE has established itself as a credible and significant player in the organic and natural cosmetics sector. Manufacturers and consumers are looking for a trusted and strict standard for their cosmetics, to distinguish them from the many 'greenwashed' products out there". This is why we are more than happy to raise awareness on real natural and organic cosmetics during NATEXPO days", commented Klara Ahlers, President of NATRUE and Managing Director of Laverana.

It can also be the perfect place to be informed about what is necessary to be done in order to certify products according to the NATRUE criteria, which are the formulation challenges to achieve such a high standard as well as the unique guarantees offered to the consumers.

"To date, the NATRUE Label has been chosen by almost 200 brands and more than 4500 products are available on the market - with 30% of them available and well-established on the French market" concludes Morgante.

NATRUE Label Manager Francesca Morgante will be delighted to meet anyone interested in discovering more about NATRUE. To schedule a meeting, please send an e-mail to

For more information on NATEXPO, click here.



“Il BellEssere naturale, biolo...

POSTED: 10.09.2015 IN: Events

Milan, 9th September 2015 - NATRUE, the International Natural and Organic Cosmetics Association based in Brussels in partnership with Dr. Hauschka, Gala Cosmetici, N&B, lavera, Primavera and Weleda, met on Wednesday 9th September at the Teatro della Terra inside the Biodiversity Park of Expo Milano 2015 for an event dedicated to natural "BeautyBeing" ("BellEssere").

Consumers' strong demand for naturalness which is not only reflected in food but also in personal care choices and, more generally, in a more sustainable consumption was one of the main topics of the meeting in Milan.

Discussions revolved around the entire supply chain: from the cultivation of ingredients to the certification and marketing of organic cosmetics, combining beauty and respect for the environment. The promotion of organic farming for the production of cosmetic raw materials represents, in point of fact, a strong impetus for the protection of biodiversity in Italy and around the world.

Francesca Morgante, NATRUE Label Manager, elaborated the distinctive aspects of the NATRUE certification, explaining which ingredients are allowed and in which percentages, thereafter concluding that each brand must ensure the possibility to certify at least 75% of one of its product lines in order to obtain certification.

The importance of a certification increasingly recognized at international level has been the subject matter of Managing Director Weleda Italy Stefano Riva's intervention. He highlighted that the NATRUE association was born from the need to give a voice to a sector which requires adequate representation of the challenges that characterize NATRUE, and the standard is so high as to stimulate even companies that already have stringent criteria to further improve the natural quality of their products.

Patrizia Poggiali, Technical Director Gala Cosmetici, explained why certifying constitutes a choice of quality, transparency, reliability and growth, adding that the continuous updates and improvements dictated by NATRUE's procedural guidelines are concretely reflected in her company's structure, procedures and skills.

During the event, participants were given the opportunity to learn about corporate social responsibility projects such as the protection of biodiversity project realised by Primavera together with the Vandana Shiva community, and the biological supply chain management by N&B, following all processes such as cultivation, extraction and production of cosmetics directly through the experience of N&B founder Domenico Scordari.

In the afternoon the beauty stands of Dr. Hauschka, lavera and Weleda were available to event participants and visitors of the Biodiversity Park. In particular, Dr Hauschka presented its new Experience and Good Night treatments based on Rosa Damascena, Lemon, Lemongrass, Equisetum, Red Clover, Mela Rosa whilst Lorenza Franchetti, CEO Dr. Hauschka expressed the importance of the NATRUE certification for the brand. lavera, inside a highly colourful location, presented the latest natural and organic make-up trends and Weleda introduced and used oils for its treatments.

"We decided to organise this meeting to introduce authentic natural and organic cosmetics through the companies' testimonies, projects and products. As an association, we need to stress how the lack of specific regulations for natural and organic cosmetics disorients the consumer and encourages greenwashing. High certification standards such as those of NATRUE instead represent a practical response to support daily purchase decisions", stated Francesca Morgante, NATRUE Label Manager.


Based in Brussels, NATRUE ( is the International Natural and Organic Cosmetics Association. Since 2007 we promote and protect authentic natural and organic cosmetics. Today the association has nearly 50 member companies from around 20 different countries. The NATRUE logo allows consumers to recognize at a glance products which contain a high percentage of natural ingredients. The standard defines 13 product categories, distinguishing e.g. creams, oils, shampoos, and mouth hygiene products. This guarantees maximum naturalness of a cosmetic product, taking into account its function. Strict criteria and independent certification processes ensure the highest degree of quality of natural and organic cosmetics to the interest of consumers worldwide. More than 150 brands and 4400 products carry the NATRUE label worldwide.

Join NATRUE at Natural and Org...

POSTED: 09.04.2015 IN: Events

Natural and Organic Products Europe is the UK industry event of the year, attracting visitors from all across Europe. Last year's show welcomed nearly 10,000 visitors from 77 countries, and this year's footfall is expected to be even higher following the show's move to its new home at ExCeL. The show is the No.1 opportunity for British retailers to discover the best quality natural, organic, Fairtrade, sustainable, ethical, free-from, eco and healthy-living products, with over 600 brands and suppliers all under one roof. Visitors can take advantage of a packed Seminar Programme free of charge, delivered by leading industry figures. This is one of the few places where retailers, manufacturers, suppliers, distributors and wholesalers can learn about the latest industry developments, find out about the latest trends and debate the latest hot topics.


All visitors, including the Press, are invited to hear the NATRUE presentation Natural and Organic Cosmetics: Meeting Consumer Expectations given by NATRUE Label Manager, Francesca Morgante, at 12 noon on Sunday 19 April in the Beauty and Spa Theatre. Francesca will present the findings of a new pan-European survey commissioned by NATRUE and carried out by the highly respected independent consumer research agency GfK.

The results of the GfK study, entitled 'Exploring the Territory of Natural & Organic Cosmetics', highlight what consumers expect from natural and organic cosmetics, what drives their purchasing decisions, and what they understand about the products. The research was both qualitative and quantitative, with two small focus groups interviewed in-depth in phase one, and a larger study of over 900 women who were surveyed online during phase two. Come and listen to the talk to hear more detail about the results of this research, and put your questions to Francesca.


The NATRUE team will be guests of Pravera - the UK distributors of NATRUE-certified brands Lavera and Primavera - and will be chatting to journalists, retailers and other visitors to the exhibition stand about the NATRUE standard and what it means for products to bear the NATRUE logo (from 2pm on Stand A15).The team will be delighted to meet with journalists by prior appointment on either day of the show, for interview or to discuss and clarify any queries about the NATRUE organisation and how it contributes to regulatory decision-making in order to defend a strict regulatory definition of natural and organic cosmetics to the benefit of consumers worldwide. To schedule a meeting, please contact NATRUE in advance by emailing

Ingredients matter – NATRUE’s ...

POSTED: 09.04.2015 IN: Events

The lack of harmonization in the context of a continuously growing natural and organic cosmetics market has turned them into a complex weave and generates confusion among consumers. This roundtable discussion will seek to bring more clarity on this challenging and complicated topic. Since 2009 NATRUE has developed a truly international standard, based on an independent certification system, with the goal of helping consumers identifying natural and organic cosmetics truly worth of that name. In 2010 the Raw Material certification process was launched. Being a non-profit association, NATRUE can implement fee policies based on a constant reduction of the costs connected to the use of the Label the more Label users join the system. Following this approach, the Label fee for Raw Materials has been reduced from 200 € to 50 € each in October 2014. More information is available on the NATRUE website under the section costs

To register for in-cosmetics Barcelona 2015, click here.
For more information on the panel discussion, click here.




POSTED: 17.03.2015 IN: Events

Being a founding member of NATRUE, the representatives of Lavera will explain to visitors which are the challenges of the sector and how being part of a strong international association can help to tackle them.

"NATRUE has established itself as a credible and significant player in the organic and natural cosmetics sector. Manufacturers and consumers are looking for a trusted and strict standard for their cosmetics to distinguish them from the many 'greenwashed' products out there". This is why we are more than happy to raise awareness on real natural and organic cosmetics during COSMOPROF days", commented Klara Ahlers, President of NATRUE and Managing Director of Laverana.

NATRUE Label Manager Francesca Morgante will be delighted to meet anyone interested in discovering more about NATRUE. To schedule a meeting, please send an e-mail to

For more information on COSMOPROF click here

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