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New Partnership – NATRUE

By 9 February 2023No Comments

The Organic Trade Board (OTB) and NATRUE, The International Natural and Organic Cosmetics Association, are delighted to announce a new partnership together.

The Organic Trade Board (OTB) is the UK membership association for the organic industry, whose purpose is to provide a unified voice, to collectively raise awareness of organic and to grow organic sales. Historically, the OTB’s marketing campaign was limited to members in the Food and Drink industry, however the organisation has changed dramatically in the last few years, opening the campaign to non-food and welcoming members from all areas of the organic industry, including cosmetics.

Part of the OTB’s mission is to raise awareness of organic beauty brands. Unlike food and drink, there is no legal definition for an organic cosmetic; so, especially for consumers, it is important provide clarity and this is where NATRUE comes in…

Established by the pioneers of the natural and organic cosmetic (NOC) sector, the main objective of NATRUE’s voluntary label criteria is to combat greenwashing by setting strict requirements for both natural and organic cosmetic products that ensure ingredient clarity and product transparency, establish criteria for sustainable sourcing through to environmental impact and packaging; all guaranteed through independent certification. The label criteria reflects NATRUE’s principal mission to protect and promote natural and organic cosmetics to the benefit of consumers worldwide. Since 2008, the NATRUE Label has developed, grown and expanded across Europe and worldwide, and has consolidated its position in the NOC sector as an international benchmark for authenticity.

NATRUE in figures

  • Globally there are more than 6,600 products certified with the NATRUE Label on the market;
  • Over 280 brandstrust the NATRUE Label for the certification of their natural and organic cosmetics;
  • Over 75 members worldwide.

On top of being a high-quality benchmark for producers, NATRUE’s label is also a guarantee of transparency and reliability for consumers as it helps them to easily identify truly natural and organic cosmetic products, contributing to keeping greenwashing off the shelves.

With this partnership, the OTB and NATRUE aims to amplify their messaging through the sharing of clear, concise information about the benefits of certified organic cosmetics. The overarching objective is to support, promote and increase knowledge about the organic beauty sector in the UK specifically about NATRUE certified brands, with a main goal being to provide information for consumers in an easy-to-digest way on the benefits of certified organic beauty.