Know your logos: NATRUE

Know your logos: NATRUE

Natural and Organic beauty can be a tricky one. There are SO many products out there that claim to be natural, and have ‘no nasties’ in the products. Sadly, a lot of the time, it’s just ‘green washing’. This is especially hard to spot if you’re a greenie newbie and the best way to help with this little head scratching scenario is to let some fabulous organisations help you. One of these is NATRUE. Natrue is a nonprofit association that helps to promote genuine natural and organic cosmetics that meet their standard. They focus on ingredients and how they are processed, have 13 different classifications to ensure each product is properly reviewed and their mission is to establish a level playing field for natural and organic cosmetics so we can benefit when buying lovely products. So I wanted to have a little chin wag with NATRUE to find out more about the brand, what their advice would be to any green newbies and if they had seen any cool natural beauty goings on. So let me introduce, the lovely Francesca Morgante, NATRUE’s very own Label Manager.

Francesca Morgante


What is NATRUE and why was it set up?

NATRUE is an international non-profit association committed to promoting and protecting natural and organic cosmetics worldwide. Founded in 2007 and based in Brussels, it provides a home to all true friends of natural and organic cosmetics and embraces all who commit to our high standards of quality and integrity. The NATRUE Label or logo was launched in 2008, one year after the founding of the NATRUE organisation.

We were set up to participate and contribute to EU regulatory decision making to ensure the availability of top quality natural & organic ingredients and to establish a level regulatory playing field for the international Natural & Organic Cosmetic sector to the benefit of consumers worldwide.

Why should people choose natural/organic beauty products?

I think people should chose whatever they want, but they need to be in the position to make an informed decision. Natural and organic products have nothing less than conventional cosmetics in terms of safety or efficiency, but they are of course different. I feel by using them that they interact much more with the skin, they smell differently and generally speaking they are gentle. I am constantly amazed to discover how many properties plants can have and how we can benefit from them.

What advice would you give to people who are new to natural/organic beauty?

To give them a try! I would personally suggest to start with creams, oils, body washes and make up because you can easily find something good for each skin type. 
It is important to always ensure products are certified as natural and/or organic by a trustworthy seal or logo, like NATRUE, otherwise the risk of ‘greenwashing’ is high. Many products claim to be natural but they are far from that.

Do you have a daily beauty/hair routine, and if so, could you share it with us?

I am always very lazy in the morning so my beauty routine is quite quick! But I can’t go out without a face cream and a bb cream – they help my skin to remain fresh the whole day. I recently decided to let my hair grow again, it is very curly and quite difficult to handle. So a very good conditioner is a must for myself. I also regularly use arnica oils and creams after doing sports, and natural sunscreens.

What is the best piece of beauty advice you have ever been given?

It may sound obvious but it is not – drink water! I am not a fan of soft drinks – to me they are not refreshing like a glass of water.

What are your top 3 favourite beauty & hair products?

Something NATRUE certified of course! It’s hard to choose a favourite beauty product or brand, that’s like asking a mother to choose her favourite child! My beauty essentials include a lip balm, face cream and an organic hair oil to add definition to my curly locks! (*here is the NATRUE brand directory to peruse at your leisure*)

Can you share some top tips on glowing from the inside and out?

First of all – eat good food. I am Italian and this is part of my DNA. I do not like things that are too processed. I like to cook homemade pizza with my husband, and cakes (cleaning the kitchen afterwards is the down side!) 
I have never been good at sports I have to say, but there are three healthy activities which are very important for me: walking, swimming and biking.

If you feel happy, I think the best way to share it with is a sincere smile. Anyone who knows me understands what I mean. I believe something friendly like a smile can make the day of many people including colleagues, family and even strangers on the bus!

When it comes to skincare and cosmetics, I feel anything that makes us feel better is fine, but it is important to respect our age. I am proudly over 30 and I am not trying to look in my 20’s. Cosmetics are not intended as a “mask”. On the contrary, they should enhance our inner beauty.

What is the most exciting beauty invention you have seen this year?

Recently at a trade show I saw a very nice skin glitter – it was a natural product that could be used at special occasions like beach parties!

What are the plans for NATRUE in the future?

This year it is my 5th year with NATRUE – I was 26 when I first moved to Brussels to join team. My life has changed a lot since then – I came back to Italy and got married in Bologna where I live. Now I travel a lot and I enjoy a busy life. NATRUE is performing incredibly well and I am proud to be part of it. I feel my role, as Label Manager responsible for communication activities, fits my personality perfectly, so I will continue to promote our work at NATRUE with even more commitment.

Sentences to finish.

I love natural beauty products because… I feel the difference and see the great results on my body and skin.

If I could tell my 20 something self, one piece of beauty advice would be… never forget to use sun protection – I have very fair skin and it is very difficult to take good care of it.

My favourite beauty quote is… “Everything has beauty, but not everyone sees it”, Confucius – I find it very true.

My favourite beauty resource is… not just one! I read blogs and keep informed via newsletters and social media too. I may be biased but I truly believe the NATRUE certified product database is one of the most complete sources of information for anyone who wants to discover natural and organic products. You can read INCI ingredient lists, company profiles and beauty tips – let me know what do you think!

To relax… I go swimming with my husband, read a book, or take care of my cherry-tomatoes which are growing on the balcony. 🙂

Don’t you just love that beauty quote?! I really believe in the work that NATRUE do and how it makes our lives easier when trying to change over from products that aren’t great for us to ones that are. If you have any questions about NATRUE or love the organisation as much as me then I would love to hear from you in the comments below! Thank you so much Francesca, what an amazing interview and life you must have!

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