Natura is also joined by Weleda in fulfilling the criteria required for the certification, making them the first two companies to sign up for it.
According to UEBT, the new certification label underlines that brands have committed to their consumer to ‘contribute to a world in which people and biodiversity thrive’.
The label will be appearing on products in store shelves and through major retailers wherever for the two brands’ worldwide distribution, serving to platform and promote the visibility of the certification throughout 2019.
What the label is about
The label aims to communicate to consumers that they will be contributing to working practices where both people and biodiversity are encouraged to flourish.
The design of the logo incorporates a circular feline image that is said to represent people, plants and animals, concurrently emphasizing their independence.
The label will be seen on both Weleda and Ekos branded products sold worldwide in the coming months, with the roll out expected to gain momentum throughout 2019 as more brands take up on the certification.
Before certification is granted, UEBT conducts comprehensive audits by independent certification bodies to ensure that they comply with the standards and polices required.
Natura adds the label to a mature brand
Natura’s Ekos brand was launched in 2000 and has been built into a global brand while concurrently supporting Brazilian biodiversity through the sourcing of active ingredients from the region that are included in the products’ formulations.
Additionally, the brand has also commited to the Amazonia Programme, an initiative to help preserve the rain forests, with the guiding principle being that the trees are worth more standing than felled.
“Now we are renewing this proactive stance by communicating to our consumers the ethical and sustainable practices in sourcing these ingredients, ensuring the conservation of the forest and, at the same time, generating income for local communities” said Andrea Alvares, Natura’s Vice President of Marketing, Innovation and Sustainability.
What’s different about the certification
In an industry where there are now numerous certification programmes, the importance of the UEBT certification is that it covers the entire supply chain for naturally sourced cosmetic and personal care products, holding brands and manufacturers to a higher standard of scrutiny.
“The UEBT certification encompasses a brand's entire ethical sourcing system, validating that it has incorporated the requirements from the UEBT standard into its systems for sourcing and innovating natural ingredients,” said UEBT’s Executive Director Rik Kutsch Lojenga.
“As part of the certification requirements, brands also verify that ethical sourcing practices are implemented along the supply chains of their natural ingredients.”