Standard Owner Benchmark - NATRUE

By CommonShare

NATRUE is a Brussels-based international non-profit association committed to promoting and protecting Natural and Organic Cosmetics worldwide. Founded in 2007, we provide a home to all true friends of Natural and Organic Cosmetics and welcome all who commit to our high standards of quality and integrity. The creation of NATRUE In a context where cosmetics regulations were becoming ever more complex, authentic natural and organic cosmetic SMEs needed guidance and a harmonised advocacy voice that could raise their concerns at international regulatory decision-making level. The need for better regulation for natural and organic cosmetic products, particularly linked to the lack of an international definition of Natural and Organic Cosmetics (NOC), and the raise of greenwashing in the NOC sector brought NATRUE’s founding members (WALA, Weleda, Laverana, PRIMAVERA, LOGOCOS and CEP) together and led to the creation of NATRUE in 2007. Over 10 years later, NATRUE has consolidated its position as an international representative body which advocates for the protection and promotion of true natural and organic cosmetics worldwide. Since its inception, NATRUE has worked for better regulation for natural and organic cosmetic products and has actively advocated for an official definition of natural and organic cosmetics, which is very much needed to effectively combat greenwashing and misleading claims in the NOC sector. Pending a strict regulatory definition for natural and organic cosmetic products, NATRUE’s founding members, the pioneers and largest producers of authentic natural and organic cosmetic products in Europe, acknowledged the need for an international and independently certified standard setting rigorous and transparent label criteria to reassure consumers and assist producers. This initiative resulted in the launch of the NATRUE Label in 2008 and the creation of NATRUE’s Secretariat that same year. The NATRUE Label: our guarantee Upon its creation, the main objective of NATRUE’s label criteria was to set and build strict requirements for natural and organic cosmetic products, particularly for organic cosmetics, packaging and products’ formulations which could not be found in other labels. The NATRUE Label goes hence further than other definitions of “natural cosmetics” established in Europe in terms of consistency and transparency. 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 authentic natural and organic cosmetic products. NATRUE in figures More than 6,900 products certified with the NATRUE Label on the market; Over 300 brands trust the NATRUE Label for the certification of their natural and organic cosmetics; Over 70 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 true natural and organic cosmetic products, contributing to keeping greenwashing off the shelves.

Overall Rating



The certification uses a multi-stakeholder, independent governance model to support the development of the standards related to the certification.

Buy Side Availability

Buy side availability details out how easy it is for consumers to find products and companies exhibiting the standards offered by the certification.

Digital Accessibility

How easy is it for innovative new companies, startups, and local retailers to have the same access and affordable pricing models to use standard information in digital applications.

Supply Side Digitization

Details on the certificate are easily available via technology for inclusion in third party digital applications.


This considers the scale of the certification, and the number of products and companies that currently contribute to the certificate. National and local certification are normalized with countries.

How our Standard Owner Benchmark® Works?

By CommonShare

This is a benchmark to help companies understand which standards should be part of a sustainable procurement plan. Further, the benchmark allows standard setting schemes, i.e. "Standard Owners", to benchmark their performance versus industry peers.