NaTrue is betting on transparency and information and position itself as a pioneer label on the natural and organic cosmetic market.
The International Natural and Organic Cosmetics Association based in Brussels has initiated a complete revamping of its website in order to provide better highlights on certified products, including complete information on their natural ingredients but also about the companies who produce them, their values, environmental standards and fair trade practices.
In addition to this website redesign, NaTrue is introducing ’quick response’ (QR) codes on certified cosmetic products. The system allows consumers to access to detailed product information in the shops. By taking a photo of the code, their phone will automatically lead them to the product specific weblink.
“When the three star labelling system only gave approximate information about the origin of the product’s ingredients, the latest technologies help to introduce more transparency and to position the NaTrue label as precursor in the natural and organic cosmetics sector,” explains the association in a release.
Simultaneously, NaTrue announced a mutual recognition agreement with Quality Assurance International (QAI) a US certifier of natural and organic cosmetics. Under the agreement between QAI and NaTrue, companies certified to NSF/ANSI 305 in the U.S. now have the option to simultaneously garner NaTrue certification in the EU.