NATRUE – A reliable seal for natural and organic skincare

NATRUE certified products must be made of 100% substances from three categories: natural, derived natural and nature-identical substances.

Natural: unmodified substances from nature obtained physically (e.g., from plants) or from microorganisms (e.g., from fermentation).

Derived natural: substances modified from those found in nature using allowed chemical reaction processes. Derived natural substances must only come from 100% natural ingredients (no synthetics).

Nature-identical: substances that are reproduced in the lab but that can be found in nature. NATRUE only allows a selective list of pigments, minerals and preservatives, and only when strictly necessary to ensure consumer safety and the purity of ingredients.

What makes the NATRUE label unique is its guarantee of naturalness. It ensures that a product is as natural as possible.

As consumers, we encounter products on a nearly daily basis that try to convince us they are natural. It is hard to know who to trust when many claims are exaggerated or misleading – a tactic also known as “greenwashing”. Greenwashing also poses a threat to certified natural and organic skincare products. In the jungle of labels, the NATRUE seal provides a point of reliable reference.

Only manufacturers who are committed to genuine natural and organic skincare can have their products NATRUE certified. For a product to carry the NATRUE seal, at least 75 % of a brand or sub-brand must be NATRUE certified. Individual products cannot receive the NATRUE seal.

While NATRUE develops the standards and criteria for its seal, it does not carry out the certifications itself. External, accredited, independent certifiers examine whether the criteria are met, including through on-site visits.

NATRUE defines two levels of certification:

• Natural skincare: The ingredients are of natural origin or nature-identical, but not necessarily from controlled organic cultivation.
• Organic skincare: In addition to the requirements for natural skincare, at least 95 % of the plant and animal raw materials must be natural substances from certified organic cultivation and/or certified wild collection.

All NATRUE certified products are listed with their certification level and ingredients in the NATRUE Online Database.

To qualify for the NATRUE seal, products must also meet further requirements. Strict guidelines apply to manufacturing processes for raw materials, sustainable packaging materials, demonstrated commitment to biodiversity and environmental protection, and the use of biodegradable substances.

NATRUE certified skincare products are not necessarily vegan. They may also contain substances of animal origin – such as milk, honey or beeswax. Products free of animal ingredients often carry a vegan seal. Animal testing for skincare violates NATRUE’s underlying values and ethics and is prohibited by law in the European Union.

NATRUE is an international, non-profit association. Its mission is to promote and protect natural skincare and beauty and foster awareness of natural skincare. At the heart of its engagement is a commitment to highest quality and genuine natural ingredients.

From the beginning, NATRUE has supported legal regulation of natural and organic products and advocated for a binding definition of natural and organic skincare – to counter greenwashing and misleading claims.

NATRUE was founded in 2007 on the initiative of Weleda and other pioneering European companies in the organic and natural skincare industry. Its ongoing aim is to guarantee consumers the authenticity and quality they expect from natural and organic skincare.

• The association has 70 members worldwide.
• NATRUE provides publicly accessible information about NATRUE brands and certified products in its online database.
• NATRUE participates in relevant regulatory decision-making bodies and groups at the international level.
• The headquarters of the association is in Brussels.