Navigating Natural Beauty: The Importance of NATRUE Certification.
Natural and organic products are increasingly popular among buyers. With claims of "natural," "organic," and others, it can be difficult for consumers to make informed choices and choose products that align with their needs and values.
NATRUE certification provides people with certainty.
An international non-profit organisation, NATRUE has high standards for natural and organic health and beauty products.
Why is NATRUE important?
An increasing demand for "green beauty" has meant there has been a rise of brands claiming to be "natural" or "organic."
However, it can be difficult for consumers to trust these claims.
"Greenwashing" is when a company claims how environmentally friendly a product is to mislead buyers. Global investigations have found that over 50% of brand claims are false.
NATRUE was created to combat greenwashing and support sustainable innovation in the health and beauty industry.
The NATRUE standards require products to meet strict guidelines and undergo a rigorous evaluation. When you buy products with the NATRUE logo, you can be confident that it is natural and/or organic.
At least 75% of products across a brand must be NATRUE certified - this prevents a company from using one or two products to imply that the rest of the brand is also certified. Products can only use a strict list of ingredients, which is regularly checked and updated.
All ingredients in a finished product must be listed clearly on the packaging - so consumers can make informed choices and avoid potentially harmful chemicals or substances. When you see the NATRUE logo, know it represents a commitment to natural beauty you can trust.
The benefits of choosing natural beauty products
Choosing NATRUE-certified products offers multiple benefits.
Firstly, these products are crafted with natural and organic ingredients.
Products must be free from GMOs, silicones, parabens, microplastics, synthetic fragrances or mineral oils. For those with sensitive skin or allergies, not having products contain these ingredients is vital - as natural products are often gentler and less likely to irritate.
Secondly, natural products are more environmentally considered.
They are made using sustainable practices, minimising environmental impact and are not animal tested. NATRUE certification ensures that these products are made with respect for nature, preserving biodiversity and reducing the use of non-renewable resources.
Natural beauty products often offer better results in terms of nourishing and improving the condition of the skin.
Natural ingredients are rich in vitamins, antioxidants, and other beneficial properties that can hydrate, soothe, and rejuvenate the skin. The NATRUE standards are revised regularly with the latest scientific findings.
By choosing NATRUE-certified natural beauty products, you can be confident in the quality and safety of the products while contributing to a more eco-friendly beauty industry.
What do the NATRUE standards cover?
When you see the NATRUE label on a product, it indicates that it has met stringent criteria and has undergone an evaluation. Standards must be met about the formulation, ingredients, sourcing, manufacturing practices, and packaging.
Products must be produced using sustainable and environmentally friendly practices, without animal testing. The process for finished products includes regular audits and assessments to ensure ongoing compliance with the standards.
By looking for the NATRUE label, you can find products that meet your values, providing peace of mind and confidence in the products you are using.
The NATRUE certification process provides consumers with a reliable way to identify products that meet strict standards for formulation, sourcing, manufacturing practices, and packaging. By choosing NATRUE-certified products, consumers can make informed choices around health, sustainability, and animal welfare.
BioGro is an approved certifier for NATRUE - certifying some of New Zealand's most well-known health and beauty brands, including Goodbye, Linden Leaves, Red Seal, Solimara and Trilogy.
NATRUEs impact on the beauty industry.
NATRUE is not just beneficial for consumers; it impacts the entire beauty industry. By setting strict standards around natural and organic beauty, NATRUE pushes companies to prioritise sustainability, transparency, and ethical practices.
The global beauty industry is worth nearly $850 billion NZ.
Statistics show that consumers care more and more about the impact of a product on them and the environment and believe that businesses should be doing more to reduce their impact on the planet. With very little regulation around natural health and beauty, businesses often capitalise on this growing consumer movement to do good without changing their business practices.
With the rise in consumer demand, programs like NATRUE provide a competitive advantage for brands. Being NATRUE certified sets a company apart from others by proving its commitment to providing high-quality, trustworthy products.
The NATRUE standards encourage innovation within the beauty industry. Brands are motivated to develop new formulas and processes that meet stringent criteria, pushing the boundaries of what is possible in the realm of natural health and beauty.
Earth’s Kitchen – an award-winning New Zealand brand and NATRUE-certified through BioGro - is an excellent example of innovation, formulating one of the world’s first natural-certified sunscreens. Independent testing guarantees it to be SPF 50+, and unlike many chemical sunscreens, it works immediately and smells lovely.
The NATRUE label is not just something that appears on the packaging; it is a collective effort to transform the beauty industry into a more sustainable and ethical landscape. When consumers choose NATRUE-certified products, they are part of this positive change.
The future of natural beauty and NATRUE certification
NATRUE has quickly gained momentum in the beauty industry, and its influence will grow. Over 280 brands and 6700 products are certified and carry the NATRUE seal globally.
As more consumers become aware of the importance of natural and organic beauty products, the demand for NATRUE-certified products will continue to rise.
This demand will not just encourage existing brands to seek certification but pave the way for new players in the market. Smaller brands pushing sustainability and transparency have the opportunity to showcase their commitment through certification - gaining recognition and loyalty from increasingly conscious consumers.
As we move towards a more sustainable and ethical future, NATRUE will play a vital role in guiding consumers and ensuring they can access genuine natural and organic health and beauty products.
By supporting NATRUE-certified brands, consumers can become the driving force behind the continued growth of this label and a positive transformation of the beauty industry.
Embracing natural beauty with NATRUE certification
NATRUE certification is not just a label but a powerful tool that allows consumers to navigate the world of natural beauty products confidently. With growing influence and demand, NATRUE certification encourages existing brands to prioritise sustainability and transparency while creating opportunities for new players to prove their commitment to natural and organic health and beauty.
By choosing NATRUE-certified brands, consumers can contribute to the transformation of the beauty industry, supporting sustainability, ethics, and transparency.
We can create a more sustainable and ethical future for the health and beauty industry and our planet by embracing natural beauty and making a difference by advocating for NATRUE-certified products.