NATRUE - True Friends of Natural and Organic Cosmetics

NATRUE held its 10th anniversary Members Assembly

NATRUE hosted a highly successful Members Assembly on 30 May 2017 to update members of its latest achievements in the world of Natural & Organic Cosmetics (NOC) and to celebrate this 10th Anniversary. NATRUE welcomed over 50 people to its annual Members Assembly in Brussels, including Members, NATRUE label users, journalists and other stakeholders.

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.