The International Natural and Organic Cosmetics Association was founded in 2007. NaTrue aims to improve the regulation and official definition of natural and organic cosmetics.
Natrue has set standards for both natural and organic cosmetics. The NaTrue certificate requires that a product only contains ingredients that are of natural origin, derived from natural substances or identical to natural substances. The NaTrue certificate requires organic cosmetics to have at least 95% natural ingredients from organic production. NaTrue requires a high level of commitment from cosmetics producers: in order to obtain NaTrue certification, at least 75% of all individual products in the series must comply with the NaTrue standard.