NATRUE - True Friends of Natural and Organic Cosmetics

5,000 products now carry NATRUE’s Natural and Organic Cosmetics Label

Identifying authentic Natural and Organic Cosmetics at a glance – this is what the NATRUE Label, set by the International Natural and Organic Cosmetics Association, allows for. Granted for the first time in 2009, the NATRUE Label can today be found on 5,000 products, ensuring transparency and trust. This represents another milestone achievement for NATRUE in addition to its 10th anniversary.

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.