Take care of your body naturally and organically Conventional cosmetics frequently contain a high percentage of petroleum-based ingredients, and can include substances such as phthalates, oxybenzone or parabens. The use of petroleum-based ingredients in cosmetics is against the idea of truly natural and organic cosmetics, whose composition should primarily consist of minerals, natural and organic plant extracts, products from microorganisms, or substances derived from these sources, despite being regulated for safe use. The properties of these complex mixtures, such as those from plant extracts and oils, naturally help protect, nourish and hydrate the skin. In addition, the fact that sustainable, organic and biodegradable ingredients can be found in natural and organic cosmetics also helps to reassure consumers about the authenticity, origin and quality of these products.
Apart from providing natural protection and care to our skin, natural and organic cosmetics also help us keep our well-being in-check. Their representation of nature through natural fragrances and delicate textures makes us feel closer to it and awakens our senses. Indeed, many natural essential oils from plants such as lavender, rose or mint are used in aromatherapy as they help to activate, relax and soothe our bodies. Cosmetics that are natural or organic are more than just cosmetics. They are recreations of nature that work in perfect harmony with our bodies and the world around us. How to identify “natural” or “organic” cosmetics
While many cosmetics claim to be “natural” or “organic”, not all of them provide verifiable guarantees of these qualities. Checking the ingredients (INCI list) on-pack may help consumers assess the degree of accuracy of such claims, but not for every ingredient since declaring the ingredient origin (natural, petrochemical, etc.) is not a requirement by law. How can then a consumer be sure that a natural or organic cosmetic fully meets their expectations? Private standards like NATRUE’s support consumer assurance based on measurable criteria. The NATRUE Label offers consumers a point of reference to easily identify natural and organic cosmetics that meet strict and verifiable criteria linked to processes, formulation and ingredients. The NATRUE Label guarantees the qualities “natural” and “organic” at each level of certification (natural cosmetics, natural cosmetics with an organic component, and organic cosmetics). #2 A more sustainable and environmentally friendly approach
Many petroleum-based ingredients frequently used in conventional cosmetics require extensive mining, as it is the case of petroleum, aluminium or lead, which endangers soils and poses a threat to wildlife habitats. The cultivation of plants and flowers, whose extracts are utilized in the formulation of cosmetics, is the primary source of natural and organic substances, in contrast to petrochemical ones. The use of a diverse range of natural and organic raw materials requires that the biodiversity of wildlife habitats is protected, and that a sustainable production of various plant and flower species is preserved. Methods such as organic farming and biodynamic agriculture, which are strongly supported by many NATRUE member companies who obtain their ingredients directly from their own gardens, guarantee more sustainable sourcing and contributes to biodiversity preservation.
A principal value for natural and organic cosmetics is that they must be in harmony with nature, including the impact of packaging and packaging materials used. Apart from limiting the use of plastics in packaging and using recycled materials, many natural and organic beauty brands are going a step further by developing innovative formats that are contributing to a drastic reduction of packaging in their products. Some examples of these increasingly popular cosmetics are deodorant creams, solid shampoos or toothpaste tablets. In order to meet consumer demand for more sustainable products that adhere to the principles of the circular economy, refilling options that enable customers to reuse the packaging of the product are also becoming more common. Apart from considerations at formulation and packaging level, the environmental impact of cosmetics in their post-consumer phase is also a key aspect for many consumers. Traditionally, many conventional cosmetics (particularly, cleansers and toothpastes) include microbeads, small non-biodegradable solid plastic particles that often end up in oceans and lakes, posing a potential threat to aquatic life. Natural and organic cosmetics carrying the NATRUE Label do not contain microplastics since these are usually manufactured from petrochemical origin, which means they are not approved for use under the NATRUE Standard.
#3 Much more than just a cosmetic: the ethical and social dimension
Natural and organic beauty brands are often small and medium enterprises (SMEs) whose production is mostly carried out at local, regional or national level. A more local production can contribute to more sustainable and potentially shorter supply chains, as well as to a more personal, authentic image of the brand.
Regarding ingredients sourcing, partnerships between natural and organic beauty brands and local farming communities in developing countries are very common. Through ethical sourcing collaborations, these brands support the social and economic development of such communities while ensuring that the sourcing upon the natural resources from certain plants and flowers is done in an ethical and sustainable manner. Trailblazing international natural and organic cosmetic brands such as Weleda, PRIMAVERA or WALA, who are some of NATRUE founding members, have long-established partnerships with local farmers in countries all around the world to actively support the social development of local communities through cultivation projects.
What does the NATRUE Label represent?
In order to guarantee consumers the highest possible levels of natural and organic content in NATRUE certified cosmetics, the NATRUE Label sets high standards. Through its rigorous set of criteria, which includes requirements not only linked to the formulation of products but also to the protection of the environment, sustainability and packaging, the NATRUE Label actively contributes to combatting greenwashing and misleading claims in the cosmetics sector, and helps consumers to identify cosmetics that fully meet their expectations of “natural” and “organic”.
