Over 100 years ago, our founder believed that the human body wants to be well - and that with the right ingredients, it can be.
Today we’re a team of naturopaths and passionate experts on a mission to empower you in your wellbeing journey. We create effective, evidence based products inspired by New Zealand’s wellbeing culture and natural environment that make it easier and affordable to take a proactive approach to your health.
A vibrant and balanced lifestyle is the true essence of wellbeing and we’re here to help you embrace more of it. Sound good? We call it finding your nature.
Nature & New Zealand
Where it started and where it all starts. We harness nature’s phenomena and meticulously select high quality ingredients that support your health. New Zealand’s wellness culture, way of life and extraordinary environment is our daily inspiration.
Empowered Wellness
The best way to look after your health is to look after yourself.
We promote daily wellness for long-term benefits focused on prevention and restoring balance. Easy to find, accessible to most, simple to incorporate, arming you with self-care confidence and knowledge.
Trusted Quality
Red Seal brings you safe and effective, evidence-based products. We do business with transparency and always choose ethical, sustainable approaches. Our 100+ years of heritage has been underpinned by naturopathic knowledge and scientific wisdom.
What is NATRUE?
Founded in 2007, NATRUE is a Brussels-based international non-profit association committed to promoting and protecting Natural and Organic Cosmetics worldwide.
The NATRUE Label represents a reliable, verifiable and internationally applicable benchmark for authentic natural and organic beauty products from committed brands and manufacturers all around the world. Today, more than 10,100 cosmetic products and raw materials on the global market carry the NATRUE label. Cosmetic products and raw materials carrying the NATRUE Label are listed in NATRUE’s public online database, a convenient platform for reference for consumers and producers.
The key principles of NATRUE are:
- Against greenwashing to reflect consumer expectations
- Ensuring natural and organic ingredient clarity and product transparency
- Guaranteeing independent certification
- Supporting sustainable innovation and responsible consumption
- Protecting the environment and promoting waste reduction
- Standing up for animal welfare
Why did Red Seal select NATRUE?
Reputation and Robustness: NATRUE is a globally recognised, independent, non-profit certification body with rigorous, transparent standards. It is supported by founding members such as Weleda and WALA and is widely respected in the natural products industry.
Relevance to Industry: NATRUE is primarily known for certifying cosmetics which includes oral care products such as toothpaste, which are classified as cosmetics in our jurisdictions we sell in globally.
Certification Requirements: NATRUE certification involves third-party audits and strict ingredient classification (NATRUE is a credible certification with robust criteria for certification and audit us every two years if no new formulations, and every year where we do introduce new formulations)
What does the NATRUE label guarantee?
In the absence of an official definition of “natural” and “organic” cosmetics, private, voluntary standards exist to support consumer decision making and offer guarantees about the composition and qualities of a cosmetic product. The NATRUE Standard, which is private, voluntary and international, sets strict label criteria for natural and organic cosmetics, which translate into guarantees both for:
- producers whose cosmetic products are certified to a high and strictly controlled benchmark for natural and organic cosmetics in the market
and
- consumers who can rely on the NATRUE seal to identify natural and organic cosmetics that match their expectations and demands.
The type of ingredients, the allowed processing methods and the overall composition of cosmetic products established in the NATRUE Standard guarantee that products carrying the NATRUE Label are truly worth of the claims “natural”. Under the NATRUE Label criteria, products can be certified to natural.
What does ‘natural’ mean under NATRUE?
NATRUE defines “natural” through a tiered ingredient classification system:
- Natural substances: Directly obtained from nature (e.g., plant extracts, minerals).
- Derived natural substances: Substances modified from those found in nature using approved methods and processes (e.g., mild chemical or enzymatic processes). Derived natural substances must only come from 100% natural ingredients (no synthetics).
- Nature-identical substances: Substances that exist in nature but are reproduced synthetically for safety, stability, or sustainability reasons (e.g., certain preservatives, pigments or minerals).
Red Seal’s NATRUE-certified toothpastes fall under the “natural cosmetics” category under ‘Rinse-off cosmetic products’, which mandates:
- No less than 2% percent of ingredients be natural substances
- No more than 70% of ingredients of derived natural substances
- Strict limitations on nature-identical substances, only where necessary and justified
What are “synthetic ingredients”? And “chemicals”?
Synthetic ingredients are a type of compounds produced by chemical synthesis. These can be entirely man-made ingredients that do not exist in nature, or ingredients reproducing those that already exist in nature. Synthetic ingredients can also be chemically modified natural substances.
The word “chemical” is colloquially used as synonym for synthetic (man-made) substances, including petrochemicals. However, from a scientific point of view, all substances are chemicals, and not all chemicals have a synthetic nature (for instance, water is a natural chemical). Natural substances can become synthetic after being subjected to a certain amount of synthetic chemical reactions, so the “natural” quality of an ingredient is determined not only by its origin, but also by its processing.
Are natural and organic cosmetics safe?
Like all other cosmetics, natural and organic cosmetics are subjected to strict safety assessments required by cosmetics legislation in order to be able to be placed in the market. This means that all legally placed cosmetics in the market, both conventional and natural/organic, are safe for use.