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More and more consumers are looking for products that are not only effective but also credible and sustainable. But how can you recognise genuine natural cosmetics, and what role do independent certifications play?
As part of Natural Cosmetics Week 2025, we spoke with Paula Gómez de Tejada, Global Communications and Public Relations Manager at NATRUE. Since 2007, the international non-profit organisation has been committed to clear standards, reliable labels, and the protection of natural ingredients. In the interview, Paula explains why certified natural cosmetics are more important than ever, what professional users gain from them, and which developments are currently shaping the industry.
Hellmut Ruck GmbH: Paula, for those who may not yet know NATRUE – what is behind the label and what does it stand for?
Paula Gómez de Tejada: NATRUE is an international non-profit organisation dedicated to protecting and promoting genuine natural and organic cosmetics worldwide. Founded in 2007 and based in Brussels, the label was created at a time when there were no regulations in place for natural cosmetics, ensuring that consumers could trust what they were buying.
Today, NATRUE guarantees that products meet strict criteria regarding natural ingredients, sustainability, and transparency. The label is a mark of trust built on six key principles:
- Combating greenwashing to meet consumer expectations
- Ensuring clarity on natural and organic ingredients
- Guaranteeing independent third-party certification
- Supporting sustainable innovation and responsible consumption
- Protecting the environment and promoting waste reduction
- Standing up for animal welfare
NATRUE’s mission continues to ensure that manufacturers can create a wide variety of natural and organic products without relying on petrochemical substitutes, while helping consumers make informed and trustworthy choices.
Hellmut Ruck GmbH: What criteria must products meet to receive the NATRUE seal?
Paula Gómez de Tejada: To receive the NATRUE seal, products must meet strict criteria covering the quality and origin of their ingredients, formulation processes, and transparency in labelling. This includes using only 100% natural, derived natural, or nature-identical substances, while avoiding synthetic chemicals that are not allowed under NATRUE standards. Careful preservation methods and sustainable sourcing are also required, and ingredients must be free from GMOs, animal testing, and mineral oils.
For the organic certification label, at least 95% of the natural or derived natural substances must come from certified organic farming. All of our criteria are detailed in our standards, which are available here.
Hellmut Ruck GmbH: Why is this certification so important for the industry?
Paula Gómez de Tejada: The certification is crucial because it provides a reliable benchmark for quality and authenticity in the natural cosmetics industry, protecting both consumers and brands from greenwashing and misleading claims. It also supports manufacturers in creating high-quality, genuinely natural products while promoting sustainability, innovation, and ethical practices across the sector.
With the entry into force of the EU “Empowering Consumers for the Green Transition” regulation in September 2026, any environmental claims, such as “biodegradable” or “made with organic ingredients,” must be verified by an independent certification—further highlighting the importance of trusted labels like NATRUE.
Hellmut Ruck GmbH: In recent years, interest in natural cosmetics has grown significantly. In your view, what is driving this trend?
Paula Gómez de Tejada: While the natural cosmetics sector experienced a boom during the pandemic years, the following years have not shown a significant decline, but rather stability, driven by increasingly informed and environmentally conscious consumers. People are paying closer attention to what goes into their products and raising their expectations regarding transparency, safety, and sustainability.
Personally, I also believe that interest remains strong because consumers increasingly understand that natural cosmetics can be modern, stylish, and science-based — just like conventional products.
At the same time, companies are responding by improving their social and environmental footprint through greener production methods, responsible sourcing, use of materials with lower environmental impact, and innovative packaging solutions such as refillable or recyclable options.
Hellmut Ruck GmbH: What distinguishes genuine natural cosmetics from so-called “greenwashed” products?
Paula Gómez de Tejada: Genuine natural cosmetics are distinguished by their strict adherence to defined standards regarding ingredients, formulation, and production processes. Unlike so-called “green” products, which may advertise themselves as natural without verification, real natural cosmetics undergo independent third-party certification — such as the NATRUE label — ensuring that every ingredient is carefully evaluated, synthetic chemicals are avoided, and all claims are verified.
The problem in the industry today is that, without regulation, any brand can label a product as “natural” or “vegan” even if it contains mostly synthetic or petrochemical-derived ingredients, so called “greenwashing”. Some products claim to be entirely natural when only one ingredient is, or to be vegan when the formulation relies on petroleum derivatives. This misleads consumers, who believe they are making a more concious or more sustainable choice when, in reality, the product does not meet those expectations.
Certified natural cosmetics, on the other hand, deliver what they promise. Independent verification guarantees transparency, safety, and authenticity, giving consumers confidence that the product is genuinely natural or organic.
Hellmut Ruck GmbH: Why is it particularly worthwhile for professional users – such as beauticians, pedicurists, and podiatrists – to work with NATRUE-certified products?
Paula Gómez de Tejada: For professional users, working with NATRUE-certified products means having the assurance of genuine natural and organic quality. The certification guarantees transparency, safety, and effectiveness, giving both professionals and their clients confidence in what’s being applied to the skin. It’s also a way to align their practice with values of sustainability and trust that today’s consumers increasingly expect.
Hellmut Ruck GmbH: What concrete advantages do these professionals gain in treatments or in communicating with their clients?
Paula Gómez de Tejada: Professionals gain both practical and reputational advantages. In treatments, they can rely on high-quality, skin-friendly formulations made with natural and organic ingredients that support skin health. Ingredients such as plant extracts and essential oils are rich in vitamins, antioxidants, and essential fatty acids that nourish, protect, and balance the skin.
Using NATRUE-certified products also gives professionals the reassurance of working with products that carry a verifiable guarantee of natural and sustainable quality. This transparency strengthens client trust and provides a clear competitive advantage as consumer interest in genuine natural products continues to grow.
Hellmut Ruck GmbH: What developments are you currently observing in the field of professional natural cosmetics?
Paula Gómez de Tejada: We’re observing that professional natural cosmetics are evolving beyond functionality — today, beauty is not only about looking good, but also about feeling good. The sensory dimension has become central: the fragrance of a lotion, the texture of a cream, or even the colour and sound associated with a product can all influence how we feel emotionally when using cosmetics. In fact, recent studies show that consumers now value the overall sensory experience as much as, or even more than, product efficacy.
We also see a growing shift toward authenticity, human connection, and appreciation for the imperfect. Interest in locally made cosmetics is increasing too, as consumers seek products with a story, crafted by local entrepreneurs and containing regional ingredients. Choosing locally produced natural cosmetics supports shorter supply chains, reduces environmental impact, and contributes to the development of local communities — all of which aligns perfectly with the values behind genuine natural beauty.
Hellmut Ruck GmbH: How does NATRUE support manufacturers and partners in offering authentic and effective natural cosmetics?
Paula Gómez de Tejada: NATRUE supports manufacturers and partners by providing a trusted framework that helps them create authentic, effective, and transparent natural and organic cosmetics. Our strict criteria and independent certification process ensure that products meet high standards of naturalness, safety, and sustainability.
Beyond certification, we also advocate for the sector at the institutional level, working to protect access to natural ingredients and to promote fair regulation that prevents greenwashing. We engage with our members, technical experts, and partners to share knowledge, encourage innovation, and ensure that genuine natural cosmetics continue to thrive in an increasingly competitive and evolving market.
Hellmut Ruck GmbH: What would you like professionals in beauty and foot care to think about natural cosmetics in the future, and how would you like them to integrate it into their daily work?
Paula Gómez de Tejada: I would like professionals in beauty and foot care to see natural cosmetics not as a niche or alternative, but as the standard for responsible and effective care. Natural products can deliver excellent results while respecting both people and the planet. Integrating them into daily work means choosing products backed by independent certification, being transparent with clients, and embracing sustainability as part of their professional identity.
Hellmut Ruck GmbH: And finally: what message would you like to convey during Natural Cosmetics Week to everyone working with and for natural beauty?
Paula Gómez de Tejada: During Natural Cosmetics Week (17-23 November), we would like to celebrate the growing commitment to genuine natural cosmetics. Our message to everyone working with and for natural and organic cosmetics is to continue prioritising authenticity, transparency, and sustainability in everything they do. By choosing certified products, educating clients, and embracing responsible practices, we can collectively ensure that natural beauty remains trustworthy, effective, and aligned with both consumer expectations and environmental responsibility.
This interview features Paula Gómez de Tejada, NATRUE”s Global Communications and Public Relations Manager. It was originally published in Hellmut Ruck GmbH blog (available here)