The more consumers strive for environmentally friendly cosmetics, the more often manufacturers are motivated to declare the “green” nature of their products. If these promises are not supported by truly natural formulas, the phenomenon of greenwashing arises—that is, the imitation of environmental friendliness.
To separate the wheat from the chaff and distinguish genuinely natural cosmetics from pseudo-natural ones, independent natural certification systems were developed. One of the most authoritative and responsible among them is the international NATRUE standard, created in 2007 by the non-profit association of pioneers in the natural cosmetics industry — The International Natural and Organic Cosmetics Association.
Key Principles of NATRUE
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Naturalness.
Three types of ingredients are permitted: - Natural ingredients — obtained through physical processes without chemical treatment (plant oils, herbal extracts, essential oils).
- Naturally derived ingredients — obtained through mild chemical reactions approved by the standard (allowed only if they cannot be replaced with natural ingredients).
- Nature-identical ingredients — chemically synthesized analogues of natural substances (for example, certain minerals or preservatives).
The use of petrochemical products, silicones, parabens, synthetic fragrances, GMOs, and microplastics is prohibited.
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Environmental Friendliness.
NATRUE has a mandatory criterion – the biodegradability of cleansing surfactants – and it promotes the biodegradability and environmental compatibility of ingredients. -
Ethics.
NATRUE enforces a no animal testing requirement for certified products. -
Transparency.
A complete list of NATRUE-certified products is publicly available on the association’s website, allowing consumers to independently verify the authenticity of the labeling. -
Water Is Not Counted.
The percentage of natural ingredients is calculated excluding water, since water is not an agricultural product. Only the percentage of active substances (oils, extracts) is considered. This makes NATRUE’s requirements stricter than those of other natural certification systems. Depending on the type of product, the minimum share of natural substances varies: for example, it is 60% for oil-based formulas and 20% for oil-in-water emulsions such as creams and lotions. -
Requirements Apply to the Brand, Not Just the Product.
To obtain the NATRUE label, 75% of a brand’s products must meet natural standards. This protects consumers from marketing tactics used by large companies that may release one “green” line alongside many conventional products. -
Natural or Organic Certification.
Cosmetic products may be certified as natural or organic. For organic certification, at least 95% of natural or naturally derived substances must come from certified organic agriculture.
Thus, the NATRUE label on a cosmetic product signifies compliance with strict and uncompromising requirements regarding ingredient origin, purity of manufacturing processes, and safety for both people and nature. Over the decades, the NATRUE mark has become a clear guide for consumers who care about their health and the preservation of the environment.
