NATRUE’s 2025 Membership Assembly: new leadership, new vision, same natural mission

On 13 May 2025, NATRUE gathered its international members and key industry stakeholders in Frankfurt (Germany) for its annual Membership Assembly, a flagship event to reflect on achievements, exchange ideas, and shape the future of the natural and organic cosmetics sector. The day offered a packed agenda, with updates on advocacy, global growth, label development, and communication strategies. It also marked a milestone moment with the election of NATRUE’s new President and Vice-President – signalling in a new era of leadership for the association.

This year’s Assembly revolved around three guiding pillars: sustainability, innovation, and communication, the foundation of NATRUE’s future roadmap. Through lively dialogue and collaboration, the Assembly reinforced NATRUE’s role as a trusted advocate and global driver of positive change in the natural beauty space.

New leadership at NATRUE
One of the highlights of the Assembly was the official announcement of NATRUE’s new leadership. Prof. Dr Florian Stintzing, Head of Science and Member of the Board at WALA Heilmittel GmbH, was elected as the new President of NATRUE, following the retirement of Dr Bernhard Irrgang (Weleda AG), who held the role for more than a decade.

Joining him in leadership is Jayn Sterland, Managing Director of Weleda UK, who has been appointed Vice-President of NATRUE. Jayn brings over 15 years of experience with the company and is a well-known advocate for sustainable beauty in the UK and beyond. Read more here.

Welcoming new members to the NATRUE family
NATRUE’s membership is open to producers, manufacturers, distributors, associations, and supporters who align with the values and ethics symbolised by the NATRUE Label.  During the Assembly, two new Member B organisations from Spain joined the association: (1) Beltrán Hermanos S.L. – Jabones Beltrán, and (2) Gloria Méndez – Jaboneko, Escuela de Emprendedores en Cosmética Artesana en España. These additions bring the total number of NATRUE members to 61 across the globe (5 Member A, 52 Member B, and 4 Associate Members).

Recognised, respected and growing: the reach of the NATRUE Label
NATRUE-labelled products continue to demonstrate strong market presence, with over 90% of certified brands based in Europe. However, the reach of the label is expanding significantly in regions such as the Americas, the Middle East, Oceania, and Asia. In fact, May 2025 saw more than 10,100 certified finished products and raw materials carrying the NATRUE Label in over 30 countries worldwide.

In 2024, NATRUE actively promoted its Label at four international trade fairs and participated in 27 global conferences and events. Highlights included its debut at Cosmetinnov (Portugal), engagement in the United Nations One Planet Network (Brazil), and the launch of Natural Cosmetics Week, a new global initiative to celebrate and raise awareness about natural and organic cosmetics.

Building stronger alliances
Throughout the past year, NATRUE has forged new partnerships and collaborations with key global stakeholders, including Business for Nature (a global coalition of 95+ organisations and progressive companies), Cosmetics Europe (the leading European cosmetics industry association), and European Natural Beauty Awards – ENBA (a prestigious platform recognising excellence in natural beauty products and sustainable innovation.) These partnerships have amplified NATRUE’s voice in shaping a responsible and transparent future for cosmetics.

Ongoing advocacy and strategic communication
At the Assembly, members received updates on NATRUE’s advocacy efforts, with particular focus on the European Commission’s proposed Green Claims Directive. NATRUE has been actively involved in joint actions with European and international associations to ensure the directive recognises private labelling schemes such as NATRUE, provides clear mechanisms for claim verification, and delivers a practical framework that effectively addresses greenwashing while safeguarding consumers and ensuring fair competition.
For further details, you are invited to consult the Policy Perspectives and Contributions section on the NATRUE website.

Over the past year, NATRUE published more than 110 articles and interviews in international media, featured in two major podcasts in the UK and Sweden, appeared in several educational publications, refreshed its brand colours to reflect a more modern identity, launched a dedicated page for easier access to its Annual Reports, and updated key documents to support its growing communication and transparency initiatives.

Looking ahead: NATRUE 2025 and beyond
The day concluded with an interactive workshop centred around NATRUE’s three key working groups:

• Sustainability, which aims to review and adapt the scope of the NATRUE Standard
• Simplification, focused on aligning criteria with evolving market needs
• Awareness, committed to enhancing visibility and recognition of the NATRUE Label

Through dynamic discussions, attendees exchanged insights and helped shape a shared strategy that ensures all members contribute to the future path of the association.

The 2025 Membership Assembly served as a pivotal moment to celebrate achievements, strengthen collaboration, and chart a common course forward. As NATRUE continues to evolve, its mission remains clear: to protect and promote authentic natural and organic cosmetics for the benefit of people and the planet.