This question is a very central issue for us!

We are repeatedly asked why our products are not available on the market as “certified natural cosmetics”. No wonder, because when we look at the cosmetics market, we come across an incredible number of different seals. We only have to stroll through the shelves of the nearest drugstore and pay attention to which seals we find on the products.

Certified natural cosmetics?

We cannot deny that “certified natural cosmetics” sounds very trustworthy at first and gives us the secure feeling of a “good quality” product. With some products we are definitely right with this intention, but we cannot lump all of them together. And unfortunately the seals tempt you to do so. So can we really count on them?

Since we decided against this type of certification, it stands to reason that we also have some points of criticism.

Our holistic approach

At this point, however, we do not want to discuss and evaluate the pros and cons of the existing natural cosmetics seals, but rather explain our holistic approach to you. It starts with the fact that we don’t compromise. For us, sustainability and naturalness does not stop with the products and their ingredients, but extends across the entire supply chain from product development to shipping and everything in between.

But back to the question of natural cosmetics certification. The topic is far more multifaceted than you might think at first glance. Because a certification does not tell per se whether it is a “good” or a “bad” product. Therefore, it is important for us to reveal our thoughts and reasons behind it. We want to inform you transparently and enable you to make independent and well-founded decisions when purchasing products.


First of all, we would like to understand what “certified natural cosmetics” are and whether they are automatically vegan and free from animal testing. Cosmetic companies usually use the term “natural cosmetics” to describe products that contain only natural ingredients that are not harmful to our environment or our health. However, these terms are not legally protected so that everyone can use them for their products and write them on the packaging. It is not stipulated by law. Natural cosmetics are also not automatically vegan and free from animal testing. Certified natural cosmetics can also have ingredients of animal origin. For example, beeswax is a very common ingredient in this area. There are again separate animal welfare seals that you can pay attention to in order to really have the guarantee that the product was manufactured without animal testing.

And why exactly are we not getting certified when we only offer natural, pure, environmentally friendly, vegan and cruelty-free products? What do we criticize about existing natural cosmetics seals?

“It was my wish to help from the very beginning. To help you understand the products and the ingredients. So that you can really decide what is good for you and what is bad for you, and you don’t care about others and neither do you have to rely on certifications. And instead reconnect with yourself.”


So why haven’t we had our products certified by a natural cosmetics seal so far? What do we criticize about existing natural cosmetics seals?

In Germany the market is unfortunately very opaque and many very profit-oriented companies, for which the sustainable approach is not primarily in the foreground, award certifications for their products. For the consumer, these standards are often difficult to see and understand and are therefore difficult to grasp.

Incidentally, the certifiers set significantly lower standards than we have in some areas. To make it tangible with an example: A very large certifier has a minimum standard of 8 percent organic content in cosmetics. For our products, on the other hand, we are usually between 80 percent and 90 percent. In many certifications, for example, preservatives are permitted that are excluded for us. This means that in the end we set higher standards for our products and can also use raw materials from very small manufacturers who deliver very good quality and produce very high-quality raw materials, but often cannot afford certification. Because that is what all certifications have in common: It is incredibly expensive to get certified.

For these reasons, we have so far decided against certification. That is why we also speak of a pure, sustainable and natural care range.

What are our own standards? What standards do we use as a guide?

In general, we always look at two sides: The environmental compatibility of the ingredient and the raw material and the skin tolerance. For us, these are standards that we take into account throughout the entire product development process. However, this is often not reflected as strongly in certain certifications. In addition, we try to buy raw materials that we get in organic quality in organic quality. In addition, we do not use fragrances.

As an orientation, what a certification standard is for us, which we perceive as good so far, we can name Cosmos as an example (international consumer guarantee for organic and natural cosmetics). But what for us is more of a form of transparent disclosure is CodeCheck. Many of you may know the app with which you can scan products and then get a very transparent assessment of how good the ingredients actually are. For us, this is a standard that we use as a guide, as it does justice to our demands for honesty and transparency more than relatively anonymous certifications.

What are our plans for the future?

Of course we want to get even better in this area. That means, we would like to take you even more with us when it comes to these topics. In the future, we would like to show the proportion of natural ingredients in every product and also the exact proportion of organic ingredients. In addition, we are committed to ensuring that there is an EU-wide minimum standard for natural cosmetics on a political level – as we know it from the food sector. We would like a natural cosmetics seal to be established at the state level so that there is at least a common basis for this “certification madness” that exists in the natural cosmetics sector. That would be one of our great wishes to politicians! So far this has unfortunately always failed.

And how can consumers keep track of so many seals or assess which ones are trustworthy?

It is actually incredibly difficult to find your way there. Therefore, from the beginning it was my wish to help to understand the products and the ingredients really well. So that you can really decide and evaluate for yourself what is a “good” product and what is a “bad” product and you don’t have to rely on seals. Rather, you are so well informed yourself that you can make the decision with your own knowledge.

We very much hope that this gave you a little insight into why we decided against natural cosmetics certification. If you have further questions, you can write to us at any time.