NATRUE - True Friends of Natural and Organic Cosmetics

NATRUE at VIVANESS 2018: The right to know, the right to choose

From 14th to 17th February 2018, the international natural and organic cosmetics and personal care sector will meet again at VIVANESS in Nuremberg, Germany. NATRUE, the international non-profit association for natural and organic cosmetics who became an official honorary sponsor of VIVANESS in 2016, will be exhibiting again with a joint stand, split into two parts: the Brand Galeria and, on the opposite side, the Pioneers' Gate.

At NATRUE's largest joint stand ever, visitors can discover NATRUE certified products from all over the world and find out about the association, the NATRUE seal, and current developments in the sector. Industry pioneers Laverana, Logocos, Primavera and Weleda will be exhibiting in Hall 7A, Stand 251 on the Pioneers' Gate. On the opposite side, the Brand Galeria (stand 261) will be occupied by NATRUE and representatives of eight other international manufacturers of NATRUE certified natural and organic cosmetics from Australia, France, Germany and Italy.

Key facts about the NATRUE joint stand at VIVANESS 2018:


Laverana (Germany), Logocos (Germany), Primavera (Germany), Weleda (Germany), Biovégane and Dr. Scheller (BCG Baden-Baden, Germany), Delidea Bio, Bio Happy, and Oyuna (Gala, Italy), Pure Papayacare (Australia), Beauty Garden (France), Frühmesner (Germany), HA THA (Germany), ÜBERWOOD (Germany), Yeso ' Cosmetics (Italy).

When: Wednesday, 14.02. to Saturday, 17.02.2018

Where: Messe Nürnberg | Hall 7a | Stand 251 and Stand 261

With growing consumer interest in natural and organic cosmetics comes the need to support consumers in their purchasing decision. However, greenwashing remains an ever-present malpractice to misrepresent a product's characteristics such as more ethical, sustainable, natural, organic or environmentally friendly than it actually is. Above all, greenwashing can negatively impact authentic producers, demotivate and undermine consumer confidence in the sector, and so ultimately affect the future growth of the authentic sector.

A centre point for protection and promotion of authentic natural and organic cosmetics, and the presence of the international non-profit association this year, is therefore the baseline principle of the consumers' "right to know, the right to choose".

"The increasing shift in the industry towards natural ingredients and sustainable practices is a positive one but it also means NATRUE's over ten-year commitment to the sector remains as relevant as ever by advocating for the sector's interests for all; promoting a strict standard through the NATRUE Label; providing the consumer with high quality information regarding natural and organic cosmetics and their ingredients" said Dr. Mark Smith, NATRUE Director General, who continued: "Without doubt VIVANESS represents a key international platform for NATRUE and its members to table strategy, interact with other principle stakeholders, focus on the importance of increased awareness and respect of authenticity and, in absence of a strict official definition, certification of natural and organic cosmetics."

The NATRUE team will be at the stand at the visitors' disposal throughout the fair days. In addition, Dr. Smith will be present at Vivaness' Opening Ceremony on Wednesday 14th February at 1pm in NCC Ost, Hall Tokio; participate at the official Vivaness Blogger Event on Thursday 15th February at 9:30am starting at Let's talk VIVANESS, Hall 7A, and hold the following presentations:

- Thursday 15th February, 11:00-11:45am: Against Greenwash: Communicating the added value of certified natural and organic cosmetics to the consumers in 2018

- Friday 16th February, 1:00-1:45pm: Cosmetic Packaging, Sustainability and the Renewable Circular Economy: EU-funded URBIOFIN project

Additional information on the talks can be found here.