"Natural" is one of the most overused words in skincare — and one of the least regulated. There's no legal definition that stops a brand from calling a product "natural" even if it contains a single plant extract in an otherwise synthetic formula. That's where third-party certification comes in. Certifications like BioGro and NATRUE exist precisely because "natural" on its own isn't a guarantee of anything. Here's what each one actually checks, how they differ, and why they're worth looking for on a label.
Why certification exists
Skincare marketing can say almost anything. Certification bodies act as an independent check: they set defined standards for what counts as natural or organic, audit brands and ingredients against those standards, and license the use of their mark only when a product genuinely meets them. In other words, the logo is only as good as the standard behind it - which is why it's worth understanding what each one actually requires.
What is greenwashing?
Greenwashing is when brands use marketing or packaging to appear more environmentally friendly or natural than they really are. With terms such as "natural," "clean" and "green" often lacking regulation, it can be difficult for consumers to know which claims to trust. This is why independent certifications, such as BioGro and NATRUE, are so important. They provide transparent, rigorous standards and verify that products meet strict natural and/or organic cosmetic criteria, helping consumers make informed choices with confidence.
What BioGro certification means
BioGro is a New Zealand-based certification body that certifies products against organic standards - looking at how ingredients are grown and processed, and verifying that a genuinely high proportion of a product's ingredients are certified organic, not just "contains organic extract." Under BioGro's health and body care standard, a product can only be labelled "organic" if at least 95% of its ingredients are certified organic; products with between 70–95% organic content can instead be labelled "made with organic ingredients," with the exact percentage shown on pack. For a skincare brand, BioGro certification means that organic claim has been independently audited against defined thresholds, not just self-declared.
BioGro also plays a second role worth knowing about: it's the certification body that administers NATRUE certification in New Zealand, conducting the document review and on-site audit and issuing the NATRUE certificate locally. So for a NZ brand, "BioGro" and "NATRUE" aren't always two unrelated marks - in some cases, BioGro is the body that issued the NATRUE certification itself.
What NATRUE certification means
NATRUE is an international non-profit label specifically built for independent certification of natural and organic cosmetics. The standard maintains a restricted list of processes and ingredients (ruling out silicones, PEGs, and other synthetic additives commonly found in "natural-washed" products). Because NATRUE assesses the whole formulation rather than a single hero ingredient, it's a useful marker when you want more than a natural-sounding name on the front of the bottle.
Why it matters for the person buying the product
For a lot of people - especially anyone being more careful about what they're using during pregnancy, breastfeeding, or simply because they want to trust the "natural" or "organic" claim - certification is a shortcut to due diligence. Instead of researching every ingredient yourself, you're relying on a standard that's already done that work. Trilogy carries BioGro or NATRUE certification on relevant products, which means those products have been through that independent process rather than relying on the word "natural" alone.
What to look for on your next label
- Check for the certification logo itself, not just the word "certified"
- Look up the certifying body if you don't recognise it - legitimate ones publish their standards publicly
- Remember a brand can be genuinely natural in parts of its range without every product being certified
