Klara Ahlers, General Manager of German maker of natural cosmetic products Laverana group has been named President of Natrue, the Brussels-headquartered association promoting natural and organic cosmetics.

Klara Ahlers, President of Natrue

As Natrue President I stand ready to fight and to ensure that the high quality of authentic & certified natural and organic cosmetics (N&OCs) is protected in the long term. Simultaneously, I will do much to improve communication with trade to the benefit of end-consumers. Authentic N&OCs have become a driving market force globally - consumers increasingly value their high quality and natural compatibility with the skin. However, greenwashing has resulted in an increasing number of pseudo-natural - or natural-inspired - cosmetics being placed on the market which leads to consumer confusion. This greenwashing, coupled with new regulatory requirements such as those proposed by the SCCS on fragrance allergens, increasingly blur the natural value of N&OCs and even risk to seriously threaten their very existence,” said Klara Ahlers.

To date, over 2600 products bear the Natrue label, claims the association, and in the last year alone Natrue certification grew by 130%.