The effort for instituting a global natural beauty seal is heating up.
Brussels-based NaTrue, also known as the International Organic Cosmetics Association, looks to further join regional certifications to a more globally recognized and understood consumer standard: Its latest effort, on March 12, had the organization sign an agreement with Ann Arbor, Michigan-based NSF International, the organization that institutes the highest natural standard made specifically for the beauty industry in the U.S. The agreement will offer those who have the NSF standard and seal the opportunity to gain global recognition under the NaTrue seal and standard.
The not-for-profit began its crusade in May 2008, putting together a label and a standard to gain worldwide guidance and offer natural beauty care makers a uniform way of defining different levels of natural and organic formulas.
In less than two years, 23 brands have about 470 of their products NaTrue certified — in varying levels of natural and organic — and on shelves bearing the NaTrue label, including some of the industry’s largest, like Burt’s Bees.
Amala and Weleda are the two main brands using the NSF standard and seal at the moment. Weleda also has a product out that features NaTrue and NSF as part of the new harmonization. Weleda and Dr. Hauschka products in the U.S. and Europe will feature the NaTrue label starting this fall.
A product meeting NSF standards contains at least 70 percent organic ingredients. Then, the product is broken down by whether it is natural, natural with organic ingredients or organic.
Minimum and maximum levels for these ingredient groups are strictly regulated per product type. For example, Burt’s Bees items will come under the NaTrue Level 1 Certified Natural level. To earn a seal, 75 percent of the firm’s entire offerings must be worthy of a seal.
“Labeling and wording is different in every country. This will globalize the effort,” said Julie Tyrrell, secretary general of NaTrue, whose past experience includes manager of European Regulatory Affairs at the Estée Lauder Cos Inc.
She and others, including executives from Weleda and Dr. Hauschka, are founding board members of NaTrue.
Last year, NaTrue’s big coup was partnering with the Natural Products Association, a Washington D.C.-based organization that represents both natural food and personal care products. A final agreement with NPA is expected this fall. Other well-known standard makers, such as Eco-Cert and Soil Association, have yet to partner with NaTrue.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty