Brussels/Berlin, 27. May 2014. The demand for natural and organic cosmetics in increasing, the market is growing. When asked about the content of their cosmetics, consumers become increasingly critical – a sensation to which more and more manufacturers react. The interest in the annual Members Assembly of the Natural and Organic Cosmetics Association NATRUE, which was held on 23. May 2014 in Frankfurt, was correspondingly high. More than 50 representatives of member companies and partners, journalists and other interested people informed themselves about the status quo, market and sector trends as well as current projects of NATRUE.
Manufacturers and consumers require strict standards, more transparency and participation At the Membership Assembly, 20 new members were welcomed, demonstrating the need of an international association, grasping the opportunity to defend the values they so dearly believe in. Indeed, companies from Austria, Bulgaria, Croatia, Finland, Germany, Greece, Ireland, Italy, Poland, the UK, Sweden, Switzerland and the US understood the importance of unity.
At NATRUE, the increasing demand for natural and organic cosmetics is also reflected in the NATRUE rising certification figures. Almost 40 per cent more products have been certified in the first quarter 2014 compared to the corresponding period last year. Meanwhile, over 3.800 products and over 250 raw materials are currently certified. More than 100 new products are NATRUE certified each month.
Clearly, a definition for natural and organic cosmetics is still missing at European and international level. NATRUE is committed to establishing a formal definition acceptable to consumers and manufacturers alike.
“NATRUE is recognized as a key player in the natural and organic cosmetics sector. The figures illustrate a rethinking process amongst manufacturers and consumers. Strict requirements such as set in the NATRUE criteria are becoming ever more important. Consumers want a guide to orientate themselves in their buying decisions”, said Klara Ahlers, NATRUE President. “Manufacturers are using the NATRUE Label to clearly differentiate themselves from the so-called ‘nature inspired’products which are far from the actual consumers’ needs”, Ahlers continues to explain.
Project partnerships in Brazil... At this year’s Membership Assembly, international guest speakers also presented their projects. Alexandre Harkaly, Executive Director of the Brazilian certification body IBD (ibd.com.br), for instance, presented the new partnership with NATRUE on alignment and harmonization of NATRUE and IBD standards. Brazil is the world’s third largest market for cosmetics. IBD is known beyond the borders of Latin America for the certification of natural, organic and biodynamic products. For NATRUE, this cooperation marks a further milestone on its way to establish international recognized standards for natural cosmetics.
...and Germany Dr. Ana Lucia Vascuez and Dr. Susanne Zibek, from the Frauenhofer Institute IGB, presented the results to date of the project “Organic for Surfactants” (O4S) which deals with the development of biosurfactants out of organic agricultural waste according to the NATRUE criteria (organic4surfactants.frauenhofer.de).
IFOAM EU contribution to the NATRUE Membership Assembly How organic agriculture is regulated plays an important role in the natural and organic cosmetics sector. The Director of IFOAM EU, Marco Schlüter gave a speech about the legislative proposal for a new organic EU regulation. IFOAM EU recognizes that the proposal delivers some valuable and innovative elements, and welcomes that it was accompanied with an EU organic action plan. However, it fails to deliver any real benefits over and above the present regulation and thus IFOAM EU rejects the proposal in its current form, unless substantially changed. IFOAM EU calls for further development of the organic legal framework based on organic principles and an organic regulation that supports the development of the sector, based on a progressive step-by- step process with clear vision, one that takes the diversity of member states, regions and organic operators into account.
This Agreement will undoubtedly bring unparalleled benefits to the sector; strengthening both organizations which are driven by the same passion, values and ethics. Whilst NATRUE represents global leaders of authentic natural and organic cosmetics, Brazil is one of the top 3 cosmetic markets and IBD globally renowned for the certification of not only natural, organic and biodynamic products but also in the field of sustainability – a perfect international partnership.
The Agreement comprises 2 phases:
Phase 1: Under the Agreement, all natural and organic cosmetic products certified to the NATRUE Label (raw materials, formulas and finished products) may automatically receive the “IBD natural ingredients seal” without undergoing additional certification or costs – only a seal fee for use of the IBD label will be charged. Whilst organic certification for cosmetic and body care products in Brazil is currently prohibited – once this prohibition is lifted, this certification will be extended to organic certification in accordance with Brazilian legislation taking into consideration the necessary adaptations for the future Brazilian standard."
Phase 2: IBD has aligned its criteria to that of the NATRUE Label for those products intended to be exported. As soon as operators have adjusted their line to these criteria, the NATRUE Label will automatically be awarded to IBD certified natural and organic cosmetic products without undergoing additional certification costs – only a seal fee for use of the NATRUE Label will be charged. NATRUE certification will enable IBD certified products to make an organic claim under the NATRUE Label at an international level.
“This Agreement supports companies wishing to enter the Brazilian market with the IBD seal and at the same time carrying an international Label such as NATRUE, providing clarity for consumers and enhancing excellent business opportunities for authentic producers at an international level” states Ms. Klara Ahlers, NATRUE President.
Alexandre Harkaly, Executive Director of IBD adds “The Agreement is a milestone in the international recognition of authentic natural and organic cosmetic products reducing barriers to international trade for Brazil who may now export NATRUE levels 1 (natural), 2 (with organic portion) and 3 (organic) to third countries”.
The Agreement will be operational as of 1st April 2014 – information will be made available on both the NATRUE and IBD websites.
"We are very happy about the possibility of accompanying Croatian and more generally companies in the Balkan region through the NATRUE Certification process" explains Ms Ana Marusic Lisac, Managing Director of Biotechnicon "Companies can certify locally with us and benefit from a trustworthy label for natural and organic cosmetics recognized by consumers at international level".
"NATRUE is always looking for new partnership with certification bodies worldwide" affirms Ms Francesca Morgante, NATRUE Label Manager. "To date NATRUE can count on 23 NATRUE Approved Certifiers from 12 different countries and we continue to receive new requests. With the NATRUE Label growing at an average of 75 new products p/month it is not surprising that Certification Bodies are interested in certifying according to our scheme" continues Ms Morgante.
"Moreover since October 2013 the NATRUE Accreditation Program is fully operational and this will reinforce the trust in our certification system".
NATRUE is partnering with IOAS with regards to the Accreditation for Certification Bodies. The program combines the deep understanding of the natural and organic cosmetic sector together with the most widely recognized procedures for product certification, leading to an unprecedented combination of knowledge and integrity in the interest of companies and consumers. The current NATRUE Approved Certifiers are requested to switch to the new accreditation system according to a publically available timeframe. First Accreditation are expected to come at the beginning of 2015.
Not only will it be possible to discover a huge selection of NATRUE Certified products, but it will also present an opportunity to learn more about the NATRUE members thanks to the project "NATRUE Members are the protagonists": leaflets and an interactive tool introducing NATRUE members will be available for visitors. "NATRUE is globally recognized for its trustworthy Label, which to date represents almost 3400 certified products on the market, but there is much more news to be unveiled" affirms Julie Tyrrell, Director at NATRUE. "In 2013 we expanded NATRUE requirements for membership resulting in an important number of new members. NATRUE expects this growth to continue in 2014. Today we have approved membership for 18 members from various geographic locations: for example, Bulgaria, Germany, Italy, Poland, Sweden, Switzerland, UK and more. Companies have realized that being a NATRUE member provides them with the possibility to play a major role in shaping the future of the sector. SMEs benefit from not only from coordinated communications but also and importantly being ahead of the regulatory curve thanks to regulatory and scientific updates, all carefully selected, analysed and managed by the NATRUE team" continues Ms Tyrrell. Special Event: NATRUE is very pleased to invite the press and the public to its conference "The NATRUE Organization: an interactive session presenting current challenges and achievements" taking place on Thursday 13 February 2014 between 15.00 and 15.45 in room New Delhi. The session will include the participation of Dr Ana Lucia Vásquez-Caicedo from Fraunhofer Institut. Both NATRUE and Fraunhofer Institut are project partners of the "Organic for Surfactants" project aimed at developing NATRUE compliant surfactants out of organic agriculture waste. The NATRUE team is fully available to schedule appointments and interviews during Vivaness Anybody interested can contact NATRUE via firstname.lastname@example.org
Although Asia has become a major source of cosmetic ingredients, the sustainable sourcing of raw materials is often questioned. The summit will discuss best-practices in sustainable sourcing of cosmetic ingredients. Click hereto receive the detailed program.
Each edition of the Sustainable Cosmetics Summit brings together leading organizations involved in sustainability in the beauty industry; including small and large cosmetic companies, ingredient firms, packaging companies, industry associations, certification agencies and NGOs.
The Sustainable Cosmetics Summit is organised by Organic Monitor.
Organic Monitor is a London-based specialist research, consulting & training company that focuses on the global organic & related product industries.
Dr. Shoko Furuno, NATRUE's Regulatory and Scientific Manager, will be speaking at Biofach Japan on Friday 31st October 2013 - Seminar Room 1. "NATRUE: A home to all true friends of Natural and Organic Cosmetics" will highlight the reasons why NATRUE was first founded, and our activities and results to date. She will also explain the core principles behind the NATRUE Label Criteria and certification procedures.
NATRUE will also be happy to welcome visitors at our stand 6-15 where a selection of NATRUE Certified Products will be displayed and information about NATRUE membership, NATRUE EU funded projects/recommendations and much more can be obtained.
Shoko will not be alone in this venture in her homeland: representatives of JAPAL (Japan Association for Pharmaceutical Affairs Law Foundation) will also be there to support. JAPAL was founded with the purpose of enhancing and improving Pharmaceutical Law and related matters especially in the drug and cosmetics sectors.
Since 2012 JAPAL is NATRUE's first Approved Certifier based in East Asia operating predominately in Japan and Korea. JAPAL, together with WELEDA Japan and LOGONA Japan recently launched an extremely informative website about NATRUE, where people can easily access up-to-date news and information in Japanese - see: natrue.jpn.com
"This website will soon be available in Korean and will enable consumers to know which NATRUE Certified products are available in the Japanese market" announced Mr. Takeshi Yoshida, BOD Chairman of JAPAL.
We look forward to meeting you in Tokyo between the 31st October and the 2nd of November, do not miss this great opportunity to get to know more about NATRUE in the context of Biofach Japan.
“Natural Products Scandinavia has been identified as a “must be there”event for NATRUE this year. The awareness and consciousness of Scandinavian consumers about natural cosmetics is higher compared to other areas in Europe. Still, confusion could arise due to the lack of regulation at international level and the proliferation of Labels, which often do not guarantee the same high standard” noted Julie Tyrrell, Director, Public Affairs, NATRUE.
“NATRUE also recently welcomed its very first member from Sweden” continued Ms Tyrrell. ”DZ Wellness also opted for active involvement in our association’s activities further to certifying the brand Dharmazone, to the NATRUE Label”.
Today NATRUE can count on the support of members from Germany, Switzerland, Italy, Greece, Poland and Sweden and interest is continually growing worldwide.
For those who are interested in learning more Ms Tyrrell will be speaking Sunday 20th October at 12.00 during the session “NATRUE: a platform protecting consumers and industry alike” providing insights about the sector and key information about NATRUE’s mission, activities and challenges.
Together with Ms Tyrrell, Francesca Morgante, NATRUE Label Manager, will welcome visitors at stand NE35. “Many Scandinavian companies have opted for the NATRUE Label offering consumers natural and organic cosmetics which fulfil strict, transparent and international Criteria. Those companies play an important role representing almost the 9% of the total number of NATRUE Label Users”.
A wide selection of NATRUE certified products, will be available at the stand together with brochures, information material about NATRUE, its members and Label Users.
Julie Tyrrell, Director-General of NATRUE, said “the Regulation providesuniform and clear rules for all cosmetic products in the EU. For us, the most positive aspect is the introduction of “Common Criteria” which identify some principles for cosmetic product claims.”
However natural and organic cosmetics still lack regulatory definition and consumers worldwide are consequently continue to suffer from widespread Greenwashing of many products found on the shop shelf.
Julie continues, “The Common Criteria is a first step towards fightingmisleading claims but we must continue working towards our ultimate goal; setting a clear and strict international regulatory definition of natural and organic cosmetics so that consumers worldwide can enjoynatural and organic cosmetics truly worthy of that name.”
NATRUE unites all who commit to our high standard and who support and fight for true natural and organic cosmetics made in honest respect for people and nature. If you want to be part of our movement please do not hesitate to contact us (email@example.com). We warmly welcome all who wish to join us to reach this common goal.
Note to editors:
NATRUE is the International Natural and Organic Cosmetics Association based in Brussels and promotes authentic Natural and Organic Cosmetics worldwide since May 2008. The NATRUE label sets a high standard of quality and integrity so people worldwide can enjoy Natural Cosmetics truly worthy of that name. Over 3000 products have already been certified under the NATRUE label.
The annual meeting is the occasion to share results and objectives for the future. Several presentations will explore the main areas of activities and will give relevant facts & figures to the audience. Scientific and regulatory updates, EU funded projects, NATRUE label management, networking and lobbying on an international level have been the bread and butter for the NATRUE Secretariat for the last 5 years.
"We face ground-breaking challenges ahead," says Ms. Klara Ahlers, NATRUE President "because the natural and organic cosmetic sector still lacks of regulation at an international level and Greenwashing is undermining consumers trust. But we at NATRUE are confident that by joining forces it is possible to establish relationships based on trust with both consumers worldwide and decision makers. This is what we have been doing since the beginning and the results are better than words: almost 3000 NATRUE Certified products on the market from more than 100 brands worldwide".
The NATRUE Label showed an increase of 28% with regards to brands certified over the last year and continues to grow with an average of more than 70 new products each month.
These are trends which exceed all expectations. Nevertheless, NATRUE is not self-celebrating.
"These positive results are the basis for future developments" continues Ms, Ahlers "we are delighted to launch the new PR Tool box: a set of posters, brochures and banners which can be used by companies, retailers and friends of NATRUE in order to gain knowledge and understanding by consumers what the NATRUE Label stands for and why it is trustworthy. The inspiring pictures and clear texts, together with a coordinated image will help a lot in raising awareness of NATRUE and NATRUE Certified products"
"Natural and Organic Products Europe is a must in the calendar of international events dedicated to natural and organic products. The high number of UK and international exhibitors, together with the valuable conference program, makes the 2-day event an excellent opportunity for NATRUE", commented Julie Tyrrell, NATRUE Director General.
NATRUE staff will welcome visitors - stand 3114 - with a wide selection of NATRUE certified products, including Weleda, Dr. Hauschka, Lavera, Beyond Organic and many others. Also representatives of the Biodynamic Association, UK based NATRUE Approved Certifier, will be at the stand at any time to explain to companies how to obtain the NATRUE Label.
"There is a great potential in UK for the spread of the NATRUE Label" added Richard Swann, Biodynamic Association Processing Technical Manager. "Consumers are looking for natural and organic cosmetics truly worthy of that name, and NATRUE offers a strict standard and the possibility of being involved in a fast growing community via the interactive website and the Facebook page - what more could they ask for?"
Information about NATRUE's latest projects has never been so easy to access by UK companies and journalists. NATRUE: Much more than a Label is the title of the talk on Sunday 7th April at 16.00 at the Beauty and Spa theatre presented by Ms. Francesca Morgante, NATRUE Label Manager.