When is a beauty product really natural? And when is it just pretending?

Visitors to the Natural & Organic Products Europe show, which opens its doors at London’s ExCel this weekend, will be able to find answers to this thorny question at the NATRUE Pavilion, which will make its debut at the event this year.

NATRUE is an international non-profit association committed to promoting and protecting natural and organic cosmetics around the world. When the NATRUE label appears on a product, you can be sure that it complies with strict standards and has been certified by independent bodies, which are themselves subject to a rigorous accreditation process.

More than 4,700 products from more than 200 brands are currently NATRUE-certified, and many more are in the process of certification.

The new Pavilion will bring together well-established beauty brands such as Lavera and Weleda, who were founding members of NATRUE in 2007, and new brands to the UK from around the globe.

NATRUE label & communication manager Francesca Morgante explains: “Joining forces under the umbrella of the NATRUE Pavilion, we hope to communicate the importance of certification for manufacturers when differentiating themselves from all the ‘greenwash’ beauty brands on the market, and we will be raising awareness of NATRUE’s high certification standards and the benefits for consumers and retailers.”

Weleda’s managing director Jayn Sterland, adds: “The Pavilion will be a real information hub at the show, where retailers can find out more about NATRUE and what the logo stands for, how it differentiates brands such as Weleda, and offers customers a real guarantee of authenticity.”

Natural & Organic Products Europe runs from 17 to 18 April and you will find the NATRUE Pavilion on stand B53.