NATRUE Organic

1. Review the NATRUE Standard: Download and study the NATRUE Standard document from natrue.org to understand permitted and prohibited ingredients, processing methods, and the three-tier label structure (Natural Cosmetics, Natural Cosmetics with Organic Portion, Organic Natural Cosmetics).

1. Assess your product formulations: Conduct an internal review of all ingredients and manufacturing processes against the NATRUE criteria. Identify any non-compliant ingredients that would need to be substituted or removed.

1. Reformulate if necessary: Work with your formulation team to replace any prohibited synthetic ingredients or processing aids with NATRUE-compliant alternatives. Ensure ingredient sourcing documentation is in place.

1. Select a NATRUE Approved Certifier (NAC): Visit the NATRUE website to find the list of authorized third-party certifiers. Contact one or more NACs to obtain quotes and understand their specific documentation requirements and timelines.

1. Prepare and submit documentation: Compile full ingredient lists, supplier declarations, processing method descriptions, and evidence of ingredient origin for each product you wish to certify. Submit this documentation package to your chosen NAC.

1. Undergo the certification audit: The NAC will conduct a thorough documentation review and may perform an on-site inspection of your manufacturing facility. Respond promptly to any queries or requests for additional information.

1. Receive certification and label approval: Once the NAC confirms compliance, NATRUE grants the right to use the NATRUE Label on the certified product(s). You will be listed in the NATRUE public database.

1. Maintain certification: Notify your NAC of any formulation changes, undergo periodic re-audits, and renew your certification on the required cycle to retain the right to use the label.

The NATRUE Standard evaluates products across several interconnected criteria designed to ensure genuine natural and organic integrity.

Ingredient Compliance: Every ingredient in the formulation is assessed against NATRUE's permitted substances list. Ingredients are classified as natural substances (derived from natural sources with minimal processing), nature-identical substances (chemically identical to natural molecules but synthetically produced, allowed in limited cases), and derived natural substances (natural origin but chemically modified). Fully synthetic ingredients are prohibited. The proportion of natural, organic, and certified organic ingredients determines which of the three label tiers a product qualifies for.

Label Tier Thresholds: NATRUE operates a three-tier system. "Natural Cosmetics" requires a minimum proportion of natural ingredients with no organic requirement. "Natural Cosmetics with Organic Portion" requires a defined minimum percentage of organic ingredients within the natural content. "Organic Natural Cosmetics" (the highest tier, applicable to NATRUE Organic) requires the highest proportion of certified organic ingredients — typically 95% or more of the natural substances must be organically produced.

Processing Methods: The standard evaluates how ingredients are processed and transformed. Only approved physical, microbiological, and limited chemical processes are permitted. Processes that fundamentally alter the natural character of ingredients are prohibited.

Prohibited Substances: Products are assessed for the complete absence of synthetic fragrances, synthetic colorants, silicones, parabens, PEGs, and other petrochemical-derived ingredients. Packaging and preservation approaches are also considered.

Manufacturing and Traceability: Certifiers review supply chain documentation, including supplier declarations and certificates of organic origin, to verify that ingredient claims are substantiated throughout the production chain.

NATRUE is one of the two dominant international standards for natural and organic cosmetics certification, alongside COSMOS (operated by COSMOS-standard AISBL, which merged Ecocert, BDIH, Cosmebio, Soil Association, and ICEA). NATRUE was founded in 2007 by leading European natural cosmetics brands — including Weleda, Dr. Hauschka, and Lavera — specifically to create a rigorous, industry-led standard that would resist greenwashing. As of the mid-2020s, the NATRUE database lists thousands of certified products from hundreds of brands across more than 50 countries, reflecting strong global adoption particularly in Europe, Latin America, and parts of Asia.

In terms of market positioning, NATRUE is widely regarded as one of the most stringent natural cosmetics standards globally, which is both a strength and a limitation. Its strict ingredient thresholds and prohibition of nature-identical substances (with narrow exceptions) mean it commands high credibility among informed consumers and specialty retailers, but can be challenging for brands with complex formulations to achieve. COSMOS, by contrast, has broader market penetration in the UK and France due to the legacy of Ecocert and Soil Association, while NATRUE tends to be stronger in German-speaking markets and among heritage natural beauty brands.

The broader market context is highly favorable: the global natural and organic cosmetics market has been growing at 5–8% annually, driven by consumer demand for clean beauty, regulatory pressure on greenwashing (particularly the EU Green Claims Directive), and retailer requirements for verified sustainability claims. NATRUE's active advocacy role in EU cosmetics policy and its publicly accessible certified product database give it ongoing relevance as a credibility signal. Brands seeking to enter premium natural beauty retail channels in Europe increasingly view NATRUE or COSMOS certification as a near-prerequisite.

NATRUE (the International Natural and Organic Cosmetics Association) was established in Brussels in 2007 by a founding group of leading European natural cosmetics companies, including Weleda, Dr. Hauschka, Logocos Naturkosmetik (Lavera, Logona, Sante), and Primavera Life. The organization was created in direct response to growing greenwashing in the cosmetics industry — as mainstream brands began marketing products with minimal natural content as "natural" or "organic," the founding companies sought to establish a credible, science-based standard that would protect both consumers and genuine natural cosmetics producers.

The NATRUE Label and Standard were formally launched in 2008, introducing the three-tier certification structure that distinguishes between Natural Cosmetics, Natural Cosmetics with Organic Portion, and Organic Natural Cosmetics. Over the following years, NATRUE expanded its network of NATRUE Approved Certifiers (NACs) globally, enabling certification in markets beyond Europe including Latin America, Asia, and North America. The standard has undergone periodic revisions to reflect advances in ingredient science and evolving regulatory landscapes, including alignment with EU cosmetics regulation. By the 2020s, NATRUE had established itself as a globally recognized benchmark, with thousands of certified products and active participation in EU policy discussions around green claims and cosmetics ingredient regulation.