TAGS: Natural/ Organic
The non-profit Union for Ethical BioTrade (UEBT) recently launched a new certification and trust mark for brands that respect people and biodiversity. Weleda, one of the launching partners of the new trust mark, will be one of the first brands to place the UEBT seal on its products in 2019.
Innovating Natural Ingredients
Weleda and the Ekos line of Natura Cosmetics (Brazil) have become the first leading brands to obtain this certification. The label communicates to consumers that they contribute to a world in which people and biodiversity thrive. Its visual design is made up of a circular feline-inspired image representing people, plants and animals and their interdependence. The label will soon be seen on store shelves of major retailers, and its visibility is expected to grow significantly in 2019.
“What is new about the UEBT certification is that it 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”, says 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.”
Combining Nature & Science in Cosmetics
UEBT takes a certification decision after audits conducted by independent certification bodies, which verify the implementation of the policies and procedures required by UEBT.
“Through our partnership with UEBT, we have really deepened our commitment to organic and ethical sourcing over the last 7 years and are very proud that, together with our customers, we do our bit in protecting the planet” says An Driessens, Global Head of Marketing at Weleda.
“In 2000, when Natura launched the Ekos brand, we pioneered the use of Brazilian biodiversity active ingredients, combining the best of nature and science in cosmetic products of unquestionable quality. A decade later, this commitment was further reinforced with the Amazonia Program, guaranteeing the feasibility of a business model in which the forest is 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” says Andrea Alvares, Natura’s Vice President of Marketing, Innovation and Sustainability.
A Moral Obligation
Recent research by UEBT has shown that the majority (79%) of consumers feel that “companies have a moral obligation” to have a positive impact on people and biodiversity in their sourcing of natural ingredients. Yet, only 37% of consumers feel “confident that companies pay serious attention” to these issues. 70% says they have more faith in a company “whose commitment to ethical sourcing of biodiversity is verified by independent organizations”.
Source: UEBT