NATRUE

NATRUE is an international not-for-profit organisation located in Brussels. The NATRUE standard has set a high benchmark for quality and integrity since 2008. The NATRUE logo is one that is trusted and recognised worldwide – our motto: one logo for one world.

As of October 2014 over 4,000 products have been certified to the NATRUE standard worldwide. Consumers can now see at a glance whether a product is truly natural; know that it contains top quality raw materials, and is free from artificial colours, fragrances and artificial preservatives. No paraffin oils or petroleum-derived ingredients are permitted, no silicone oils or GMOs. No other standard has such a strict definition of “naturalness”.
NATRUE actively promotes and protects authentic natural and organic cosmetics through participation in international regulatory decision making and raising awareness. In the absence of regulation, NATRUE has set the highest standard for quality and authenticity. To date neither the terms ‘natural’ nor ‘organic’ have been defined or regulated in the cosmetic sector.
However shortly after NATRUE was founded, the conventional cosmetics industry tabled draft guidelines on technical definitions and criteria for natural and organic cosmetic ingredients and products with the International Standards Organisation (ISO). In order to ensure the involvement of experts in the field NATRUE joined this initiative, commenting on and contributing to the process.

NATRUE Director Julie Tyrrell explains:
“The requirements of the proposed ISO standard are expected to be significantly weaker than the NATRUE criteria. The NATRUE standard will therefore continue to exist in order to actively promote and protect natural and organic cosmetics of a higher calibre. Consumers must be provided with transparent information, enabling them to make informed purchasing decisions at the point of sale”. Indeed certification to the NATRUE standard offers retailers and consumers a unique guarantee: strict criteria for three different levels of certification, across 13 product categories.

Natural Cosmetics
Ingredients must be natural but they do not have to be organic. This level defines both permitted ingredients and how they are processed, via a limited number of permitted production processes. Products certified to the subsequent two higher levels need to fulfil the criteria requirements of this first entry level.

Natural Cosmetics with Organic Portion
At least 70% of natural ingredients (or derived-natural ingredients where applicable) must come from certified organic production or controlled wild collection. Guaranteed thresholds for high minimum levels of natural ingredients, and lower maximum levels of derived-natural ingredients, are required.

Organic Cosmetics
At least 95% of natural ingredients (or derived-natural ingredients where applicable) must come from certified organic production or controlled wild collection. Further threshold increases for higher minimum levels of natural ingredients are required at this third level.
Each product category ensures that every product fulfils its promise to be as natural as possible. This unique approach helps to protect consumers because it guarantees a strict level of naturalness and authenticity that does not allow for ambiguities.
Furthermore, at least 75% of a brand’s range needs to be certifiable. This stipulation is designed to avoid greenwashing by companies promoting a small hero ‘natural’ collection when the majority of products in the range are not of the same high standard.
Products are listed on the publicly accessible website and database (www.natrue.org), which can be used as a check list for anyone wanting to confirm whether a product is natural or organic.

Company: NATRUE,
The International Natural and Organic Cosmetics Association AISBL
40 Rue Washington – 2nd Floor, 1050 Brussels, Belgium
www.natrue.org
Email: [email protected]
Tel: +32 (0)2 613 2930
Key Personnel: Julie Tyrrell, Director, Public Affairs – [email protected] Francesca Morgante, Label Manager – [email protected]