Interview with NATRUE: True beauty is natural (and certified)

In a sector that is increasingly attentive to sustainability and conscious consumption, the role of standardisation and third-party certification becomes crucial to distinguish verifiable natural or organic cosmetic product claims from those that are ‘greenwashed’. The NATRUE standard, which sets the NATRUE label criteria, is among the most rigorous and recognised international references. In this interview, we tell you what the NATRUE Label is, how it works, and why its third-party certification is a guarantee of authenticity, safety and value also for the world of professional aesthetics.

Les Nouvelles Esthétiques Italia: Who is NATRUE and what is your mission in the world of natural and organic cosmetics?
Paula Gómez de Tejada: NATRUE is a Brussels-based international non-profit association founded in 2007 with the mission to protect and promote authentic natural and organic cosmetics. The association is the owner of a standard setting label criteria for third-party certification of cosmetics to support natural or organic claims. The NATRUE label provide a reliable and transparent identifier that helps consumers’ orientation and informed decision-making when looking to purchase truly natural products while supporting producers who are genuinely committed to clean, natural or organic, and sustainable formulations. Our goal is to be a global benchmark for integrity to support the natural beauty sector.

Les Nouvelles Esthétiques Italia: How does certification work?
PGT: First, it’s important to understand that NATRUE is the standard owner, not the certifier. We define the strict criteria for what qualifies as truly natural or organic cosmetics, but the certification itself is always carried out by an independent third-party body.

The certification process is accredited, rigorous, transparent, and both certifiers and manufacturers are held to account according to requirements set by NATRUE. The aim of the process being to avoid any form of greenwashing. Brands looking to obtain the NATRUE Label — whether for finished products, raw materials, or formulations — must first verify that they comply with the NATRUE Standard criteria. Next, they choose an accredited certification body listed on our website, contact them, and go through a documentation check. If required, which is the case for finished products reaching the consumer, an on-site audit is conducted.

Once all requirements are met and the fees are settled, the certified product or ingredient is added to our public, free-to-access database, offering full visibility and trust to consumers and professionals alike.

This clear and honest process is what sets NATRUE apart. Only products that meet the standard’s requirements earn the right to use the Label. The entire process ensures the characteristics in the standard are verified, and guarantees reliability, consistency, and transparency. A detailed step-by-step guide and an infographic are available on our website to support brands through the process.

Les Nouvelles Esthétiques Italia: In a market crowded with ‘green’ claims, how does the NATRUE brand stand out?
PGT: The NATRUE Label is far more than a marketing tool, it’s a symbol of trust and integrity. In a market where many brands use vague terms like “clean” or “eco-friendly,” or highlight a single product characteristic to give the impression that the entire product is natural or organic, the NATRUE Label offers something fundamentally different: clear, credible, and verifiable reference for products that have successfully met strict criteria that have been independently verified by third-party certification.

The voluntary process ensures that products meet meaningful benchmarks, not marketing trends. Our goal is to protect consumers from misleading claims and help them make truly informed choices, avoiding the trap of buying products that appear green but fall short on closer inspection.

By choosing NATRUE-certified products, both consumers and professionals can be confident they are supporting authenticity, transparency, and genuine natural or organic cosmetics.

Les Nouvelles Esthétiques Italia: What does it mean for a beauty professional to choose NATRUE-certified products?
PGT: Beauty professionals play a key role in guiding and caring for their clients. Choosing NATRUE-certified products means offering cosmetics that do not self-declare that they are genuinely natural or organic but can substantiate these product claims through independently certified, transparent, and reliable criteria.

For professionals, it’s a chance to align their daily practice with values like sustainability, environmental ethics and authenticity. At the same time, it strengthens their credibility in an industry where clients are increasingly informed and discerning about what they apply to their skin.

In today’s competitive beauty landscape, working with NATRUE-certified products is more than a mark of quality, it’s a way to lead by example and meet the growing demand for truly responsible beauty.

Les Nouvelles Esthétiques Italia: What is the role of beauty professionals in the green transition?
PGT: Beauty professionals are key agents of change. As educators, influencers, and caretakers of well-being, they have a unique opportunity to guide consumers toward more sustainable choices. By selecting certified products and educating clients about the importance of truly natural cosmetics, they can drive the industry toward greater environmental responsibility.

It’s not about denigrating other options, but rather empowering consumers to make informed decisions that align with their values and ethics. The choices beauty professionals make daily have a ripple effect—shaping consumer habits and encouraging brands to adopt more sustainable practices.

Article written by Paula Gómez de Tejada,  NATRUE”s Global Communications and Public Relations Manager, and originally published on Les Nouvelles Esthétiques Italia (available here)