What makes the NATRUE Label unique?

NATRUE label

What makes the NATRUE Label unique?

The NATRUE Label represents a reliable, verifiable and internationally applicable benchmark for authentic natural and organic beauty products from committed brands and manufacturers all around the world. There are currently over 6,600 NATRUE certified finished cosmetic products available in the market worldwide. Cosmetic products and raw materials carrying the NATRUE Label are listed in NATRUE’s public online database, a convenient platform for reference for consumers and producers.

Gurantees for consumers
Staying close to nature
NATRUE’s certified products are made up only of 100% natural, derived natural and nature-identical substances.
Meeting consumer expectations
No substances from GMOs, silicones, parabens, microplastics, synthetic fragrances or mineral oils are permitted in the formulation of products carrying the NATRUE Label.
Different levels, same guarantees
Cosmetic products can be certified with the NATRUE Label as natural or organic cosmetics. For the organic certification level, at least 95% of the natural substances or the derived natural substances must come from certified organic farming.

How does NATRUE define every type of ingredient?

Natural: unmodified substances from nature obtained physically (e.g., from plants) or from microorganisms (e.g., from fermentation).

Derived natural: substances modified from those found in nature using allowed chemical reaction processes. Derived natural substances must only come from 100% natural ingredients (no synthetics).

Nature-identical: substances that are reproduced in the lab but that can be found in nature. NATRUE only allows a selective list of pigments, minerals and preservatives, and only when strictly necessary to ensure consumer safety and the purity of ingredients.

An international benchmark against greenwashing for producers
NATRUE’s 75% rule
For a product to carry the NATRUE Label, at least 75%* of the products of its brand or sub-brand need to be NATRUE certified to be granted our seal.
Respecting product’s uniqueness
NATRUE distinguishes 13 product categories to guarantee maximum levels of natural and organic content acknowledging the different functions of each product category.
Focus on natural and organic content
For NATRUE, only water coming from a plant source is considered as a natural substance in the formulation. Added water does not contribute to the overall natural content calculation.

* What about the remaining 25%? The rest of products in the line may either not be cosmetic products or also be natural and organic, and still not be included in the total calculated percentage if they do not comply with the strict requirements of NATRUE’s Label (for example, because of the use of certain ingredients or their origin, manufacture, etc.).

Formulation examples of different product categories

Differences between NATRUE and other label schemes
Binding commitment against greenwashing
The NATRUE seal is not granted on a product-by-product basis: it is only granted to a brand or sub-brand committed to the production of natural and organic cosmetics (NATRUE’s 75% rule).
Part-natural, part-synthetic ingredients are not allowed
NATRUE does not allow the use of substances such as Guar Hydroxypropyltrimonium Chloride and Cocamidopropyl Betaine (used in hair care products) in the formulation of products carrying NATRUE’s seal.
External and impartial certification process
NATRUE does not certify products itself. Any product aiming to be certified with the NATRUE Label must undergo a third-party certification process carried out by an accredited NATRUE Approved Certifiers (NACs).

The association work behind the NATRUE Label


Advocate for a strict and harmonized
definition for “natural” and “organic” claims
linked to cosmetic products.

Participate in EU regulatory decision-making
processes to ensure the availability and
protection of raw materials used in the
formulation of natural and organic cosmetics.

Develop and promote rigorous and
demanding criteria for the formulation of
natural and organic cosmetics including the
integration of sustainability-focused criteria
(environmental and biodiversity protection,
packaging, etc.).

What do consumers think?