The international organisation Natrue has elected a new steering committee, thereby strengthening its strategic direction as a global natural cosmetics standard. Florian Stintzing, Scientific Director and Member of the Management Board at Wala-Heilmittel (Dr Hauschka) was elected as the new Natrue President. He succeeds Bernhard Irrgang from Weleda AG, who held the office for more than a decade and retired. Jayn Sterland, Managing Director of Weleda UK, was elected as Vice-President.

A global ambition

The new leadership brings extensive expertise in product development and sustainability. According to the association, Stintzing and Sterland stand for the consistent further development of Natrue and its claim to set global standards for natural and organic cosmetics as an independent international body and to transform the industry towards sustainability. The non-profit organisation based in Brussels was founded in 2007 by companies such as Weleda, Wala, Laverana and Primavera to create a reliable, international certification for natural and organic cosmetics.

New partners for new visibility

According to the latest annual report , more than 10,000 Natrue-certified products and raw materials from 280 brands, mainly from Europe, are now available worldwide. There are also 180 third-party manufacturers worldwide that produce according to the label's criteria. New partnerships, such as with the European Natural Beauty Awards and the Business for Nature initiative, are intended to strengthen the visibility and impact of Nature in the future. Natrue also launched Natural Cosmetics Week for the first time in 2024, an international natural cosmetics campaign week with more than 50 influencers and 27 brands.