Natrue links up with UK’s organic trade body to further reach of certified products

01 Mar 2023 --- Natrue and the UK-based association Organic Trade Board (OTB) have joined forces to jointly grow consumer awareness surrounding organic cosmetics. The partners will be collaborating to provide information for consumers in an “easy-to-digest” way on what are the benefits of organic-certified beauty. 

Historically, the OTB’s marketing campaign was limited to members in the food and beverage industry. However, the organization has changed “dramatically” in the last few years, opening the campaign to non-food brands, including cosmetics.

“Since its inception, Natrue has worked for better regulation for natural and organic cosmetic products and has actively advocated for an official definition of such products, which is very much needed to effectively combat greenwashing and misleading claims in the natural and organic cosmetics sector,” Paula Gómez de Tejada, communications officer at Natrue tells, PersonalCareInsights.

The Natrue-OTB partnership will be collaborating on writing common articles pertaining to organic cosmetics, sharing market data and reports, participating in joint events and organizing roundtables, as well as sharing relevant messages through channels via blog posts, articles and social media posts.

Unlike for food and beverages, there is no legal definition for an organic cosmetic.Lack of legal definition for organic cosmetics
Natrue’s certification applies to cosmetics brands’ finished products and raw materials. Since 2008, the organization has developed, grown and expanded its label across Europe and is setting its sights on markets outside the bloc.

“Unlike for food and drinks, there is no legal definition for an organic cosmetic. Especially for consumers, it is important to provide clarity and this is where Natrue enters,” states the organization.

Indeed, brands often set their own definitions for what is considered “natural,” “organic” or “clean,” which brings confusion. While there is ample consumer interest on the market in “free-from” formulas, “nothing is truly regulated,” as a spokesperson of biopolymer supplier Lignopure previously told PersonalCareInsights.

Cosmetic products can be directly marketed as natural or organic using the Natrue Label, which can be easy for consumers to identify. “For the organic certification level, at least 95% of the natural substances or the derived natural substances must come from certified organic farming,” says Gómez de Tejada.

When applying for Natrue certification, companies must connect with a “Natrue Approved Certifier” to guide them through the whole certification or approval process. 

“Natrue does not certify or approve directly in order to make the whole process more independent and transparent,” Gómez de Tejada highlights.

“We recommend that companies contact two or three certifiers to compare their services, availability and costs.”

After signing an agreement on the terms of using Natrue’s label, the brand will be able to adopt the Natrue label within the packaging and marketing materials of its finished products and raw materials.

“Once your products, formulas or raw materials have successfully been certified or approved by your Natrue Approved Certifier, you will be issued with a certificate,” notes Gómez de Tejada. “After the certificate has been issued, you will receive an invoice for the Natrue Label fee linked to your finished products or raw materials.”

Defining a natural cosmetic
Globally there are more than 8,800 products and raw materials carrying the Natrue Label on the market, comprising over 280 natural and organic brands.The organization has 75 members worldwide.

Natrue has three main definitions of a “natural” cosmetic product. “Natural” refers to unmodified substances from nature obtained physically – such as from plants – or from microorganisms through fermentation.

Natrue’s certification applies to cosmetics brands’ finished products and raw materials.The term “derived natural” is what Natrue calls substances modified from those found in nature using allowed chemical reaction processes. Derived natural substances must only come from 100% natural ingredients – no synthetics.

“Natural-identical” is Natrue’s third category, referring to 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.

“No substances from GMOs, silicones, parabens, microplastics, synthetic fragrances or mineral oils are permitted in the formulation of products carrying the Natrue label,” says Gómez de Tejada.

Natrue has outlined the maximum levels of natural and organic content in 13 different categories.

“Only water coming from a plant source is considered as a natural substance in the formulation. Added water does not contribute to the overall natural content calculation,” adds Gómez de Tejada.

“For a product to carry the Natrue Label, at least 75% of the products of its brand or sub-brand need to be NATRUE certified to be granted our seal.”

Clean label product developments spotlighted
In recent skincare product launches addressing consumer demand for naturality, Seppic recently expanded its skin-soothing brand Sepibliss with Sepibliss Bio, a certified organic, clean label virgin coriander seed oil. This latest innovation was developed to address the “50% of the world’s population affected by sensitive skin syndrome.”

Last week, Givaudan agreed to purchase a portfolio of Amyris’ nature-based cosmetic ingredients. This includes Neossance Squalane, a high-performance emollient; Neossance Hemisqualane, a plant-based silicone alternative; and CleanScreen, a sustainable sun protector. The transaction is expected to close in the first half of this year.

Among other developments greening up the beauty space, the circular production movement continues to gather pace. Suppliers have been looking into waste streams from the pulp and carton industries for the creation of new skincare ingredients, while circular plastics upcycled from used cooking oil are greening up cosmetics packaging.

By Benjamin Ferrer