NATRUE Natural

1. Review the NATRUE Standard: Download and study the current NATRUE Standard document from natrue.org to understand permitted and prohibited ingredients, formulation rules, and the three certification levels (Natural Cosmetics, Natural Cosmetics with Organic Portions, Organic Cosmetics).

1. Assess your formulations: Conduct an internal ingredient audit to verify that all raw materials and finished product formulations comply with the NATRUE Standard's permitted substances list. Identify any non-compliant ingredients that would need to be reformulated.

1. Select a NATRUE Approved Certifier (NAC): Choose from the list of NACs published on the NATRUE website. NACs are independent third-party bodies authorized to assess and certify products. Contact your preferred NAC to discuss scope, timeline, and fees.

1. Register Third-Party Manufacturers (TPMs): If any part of your manufacturing is outsourced, ensure those facilities are registered and approved as TPMs under the NATRUE system before proceeding.

1. Prepare and submit documentation: Compile full product formulations, ingredient sourcing documentation, supplier declarations, and manufacturing process details. Submit this documentation package to your chosen NAC for review.

1. Undergo the certification audit: The NAC will conduct a documentary review and may perform a site inspection of manufacturing facilities. Address any non-conformances or requests for additional information raised during the review.

1. Receive certification and license the label: Once approved, sign the licensing agreement with NATRUE and your NAC. Your certified products will be listed in the NATRUE public database and you may display the NATRUE label on packaging and marketing materials.

1. Maintain certification: Report any formulation changes to your NAC promptly, pay annual licensing fees, and undergo periodic re-evaluation to retain certification status.

NATRUE evaluates products against its published Standard, which defines strict criteria for ingredient origin, processing, and formulation. The assessment is conducted by a NATRUE Approved Certifier (NAC) and covers several key areas.

Ingredient Compliance: Every ingredient in the product must appear on NATRUE's permitted substances list. Natural substances (from plant, animal, or mineral origin) are required, while synthetic fragrances, synthetic colorants, silicones, parabens, PEGs, and GMO-derived ingredients are strictly prohibited. Ingredients must be minimally processed using only approved physical, microbiological, or limited chemical processes.

Natural and Organic Content Thresholds: Products are assessed against quantitative thresholds that determine which of the three label tiers they qualify for. "Natural Cosmetics" requires a high proportion of natural-origin ingredients. "Natural Cosmetics with Organic Portions" requires a minimum percentage of certified organic ingredients within the natural content. "Organic Cosmetics" requires the highest proportion of certified organic ingredients, with strict limits on non-organic naturals.

Manufacturing and Processing: The production process is reviewed to ensure that only permitted processing methods are used and that no cross-contamination with prohibited substances occurs. Manufacturing facilities and any third-party manufacturers must meet NATRUE's requirements.

Sourcing and Supply Chain Documentation: Brands must provide evidence of ingredient origin and supplier compliance. Organic ingredients must carry recognized organic certification (e.g., COSMOS, ECOCERT, or equivalent national standards).

Packaging and Labeling: While NATRUE's primary focus is on formulation, products must correctly display the appropriate tier label and comply with NATRUE's labeling guidelines.

NATRUE is one of the most recognized natural and organic cosmetics certification labels in Europe and has a growing global presence, with over 6,000 certified products across dozens of countries. It was founded by some of the most respected names in natural cosmetics — Weleda, Dr. Hauschka, and Lavera — which gave it immediate credibility and market authority at launch. The label is particularly strong in German-speaking markets (Germany, Austria, Switzerland) and across Western Europe, where consumer demand for verified natural beauty products is highest.

In the competitive landscape of natural cosmetics certification, NATRUE's primary rival is COSMOS (Cosmetics Organic and Natural Standard), a European harmonized standard backed by five major certification bodies including ECOCERT and the Soil Association. COSMOS has broader geographic reach and is often considered the dominant standard in France and the UK, while NATRUE maintains stronger brand loyalty among premium German-heritage natural beauty brands. Some brands pursue both certifications to maximize market access. In North America, NSF/ANSI 305 and USDA Organic (for specific claims) are more commonly referenced, though NATRUE is gaining recognition as international brands expand.

The natural and organic cosmetics market is experiencing robust growth, driven by rising consumer awareness of ingredient safety, sustainability, and greenwashing concerns. Regulatory pressure in the EU — including the Green Claims Directive and evolving cosmetics regulations — is increasing demand for credible third-party certification, which benefits established labels like NATRUE. The organization actively engages in EU policy advocacy, positioning itself as a thought leader in the space. However, the proliferation of competing certifications and self-declared "natural" claims continues to create consumer confusion, which NATRUE addresses through its public product database and anti-greenwashing communications.

NATRUE (Natural and Organic Cosmetics) was founded in Brussels in 2007 by a group of leading European natural cosmetics companies, including Weleda, Dr. Hauschka (WALA Heilmittel), Lavera (Laverana), Primavera Life, and Logocos Naturkosmetik. The founding members were motivated by a growing need to protect the integrity of the "natural cosmetics" claim in the marketplace, as the term had no legal definition and was being widely misused by conventional cosmetics brands engaging in greenwashing. By establishing a rigorous, science-based standard and an independent certification label, NATRUE aimed to give consumers a trustworthy tool for identifying genuinely natural and organic products.

The NATRUE Standard was developed with input from scientific experts and industry stakeholders and has been revised periodically to reflect advances in ingredient science and evolving consumer expectations. The organization operates as a nonprofit international association headquartered in Brussels and has expanded its network of NATRUE Approved Certifiers (NACs) globally, enabling brands from Europe, Asia, North America, and beyond to seek certification. Over the years, NATRUE has grown from a small industry coalition to an internationally recognized standard-setter, with its certified product database serving as a key consumer-facing transparency tool. The organization also became increasingly active in EU regulatory advocacy, particularly around the EU Green Claims Directive and cosmetics ingredient regulation, reinforcing its role beyond certification into policy influence.