What is NATRUE certification and why is it important for natural cosmetics

Natural cosmetics, with as simple formulations and original ingredients as possible, are an increasingly common imperative in skin and hair care today. But what guarantees us that the product is really natural as stated on its packaging? The most accurate indicator is independent recognition such as the NATRUE certificate for natural and organic cosmetics.

This certificate is issued by the non-profit and independent organization The International Natural and Organic Cosmetic Association based in Belgium. Founded in 2007, the organization is dedicated to the protection and promotion of natural and organic cosmetics worldwide. Their goal is to support the quality and use of natural raw materials, and thus the visibility of producers who meet the highest standards of quality and integrity in the development and production of natural cosmetics.

Smilje collection

From natural raw materials to sustainable production

The NATRUE certificate can only be obtained by passing all strictly prescribed criteria and following the NATRUE standard, as well as harmonizing the production process. The NATRUE standard was developed by the NATRUE Scientific Committee Criteria and Label , it is periodically revised, developed and improved.
NATRUE pyramid
The basic principles of NATRUE certification are as follows:
  • only natural ingredients of organic origin, ingredients derived from plant sources and bioidentical ingredients are allowed

  • ingredients of synthetic or artificial origin are excluded

  • water is excluded as a natural ingredient in order not to artificially "pump" the percentage of natural ingredients in the formulations

  • sustainability in production, the use of recyclable packaging and long-term commitment to the organization's criteria are encouraged

NATRUE certificate

In order for certification with a recognizable logo of a female silhouette to be possible, it is also necessary that at least 75% of the products from the collection in question that the manufacturer wants to certify must comply with the organization's requirements and standards.

The first NATRUE in Croatia and beyond - the Smilje collection

From 2007 to today, over 270 natural cosmetics manufacturers have become part of the NATRUE family, and products certified with this valuable certificate are present in about thirty countries around the world. One of these countries is Croatia. Since its very beginnings in 1994, Olival has been guided by high production standards and the purest, most original ingredients of local origin in the production of cosmetics . Primarily, these are nourishing oils, among which the pioneering use of the eternally popular immortelle oil in the manufacture of care products stands out.


By expanding the Smilje collection and the rest of the range, the natural sequence of development of this segment became NATRUE certification. Olival received the NATRUE certificate in 2014, and this quality certificate was the first in Croatia and the region. At the moment, the certificate for natural and organic cosmetics carries 15 face and body care products from the Smilje collection and 3 natural liquid hand soaps .