NATRUE Announces New President and Vice President at Membership Assembly in Frankfurt

Frankfurt, May 2025 — NATRUE, the International Natural & Organic Cosmetics Association, is pleased to announce the appointment of its new President and Vice President, following the recent NATRUE Membership Assembly held in Frankfurt earlier this month. This key leadership transition marks the beginning of a new chapter for NATRUE, reinforcing its ongoing mission to promote and protect natural and organic cosmetics worldwide.

New Leadership

President: Prof. Dr Florian Stintzing (WALA Heilmittel GmbH)

Prof. Dr Florian Stintzing, Head of Science and Member of the Board at WALA Heilmittel GmbH, has been elected as the new President of NATRUE. He succeeds Dr Bernhard Irrgang, Head of R&D Natural and Organic Cosmetics at Weleda AG, who is stepping down following his retirement.

Previously serving as NATRUE’s Vice President, Prof. Dr Stintzing brings a wealth of experience in scientific research, product development, and association governance. A food technology graduate from the University of Hohenheim, he has been an adjunct professor at his alma mater since 2010. He joined WALA in 2007, became Head of Science in 2012, and was appointed to the WALA Board in 2014. His scientific expertise and long-standing dedication to natural product standards make him ideally positioned to lead NATRUE into its next phase of impact and innovation.

Vice President: Jayn Sterland (WELEDA UK)

Jayn Sterland, Managing Director at WELEDA UK since 2016, has been appointed as NATRUE Vice President. Jayn joined WELEDA UK in 2008 and has become a passionate advocate for sustainability and corporate responsibility. Recognised as an industry leader in natural cosmetics, she was appointed ESG Pillar President for the British Beauty Council in 2023. Her extensive executive experience and public engagement will play a vital role in supporting NATRUE’s strategic vision alongside the President and Board.

Voices from the Leadership

“The election of our new President and Vice President is a pivotal moment for NATRUE,” said Dr Mark Smith, NATRUE’s Director General. “We are confident that their vision, expertise, and strong commitment to sustainability will strengthen NATRUE’s role as a global reference in the natural and organic beauty industry. We thank Bernhard Irrgang for his outstanding leadership and warmly welcome this next phase with Florian and Jayn at the helm.”

Prof. Dr Florian Stintzing shared, “I feel deeply honored and even more committed to help promote the authentic natural cosmetic sector. NATRUE was founded like a carefully planted seed. It is our joint responsibility to help this beautiful plant grow strong and flourish, to be resilient to greenwashing, and to serve our planet for future generations.”

Jayn Sterland added, “I am delighted to be joining the NATRUE Board of Directors to uphold and develop the highly respected NATRUE standard, combatting greenwashing and differentiating truly natural cosmetics. As consumers, our needs are simple — we want to know what is in a product and what impact it will have on us and the planet, and it is NATRUE that the beauty industry looks to for advice, advocacy, and action in setting the highest standards for natural and organic cosmetics.”

Looking Ahead

NATRUE looks forward with great enthusiasm to this new phase. With a renewed and highly capable leadership team, the association is well-equipped to meet the evolving needs of the sector, uphold rigorous standards, and expand its reach and relevance across international markets.

About NATRUE

Founded in 2007, NATRUE — the International Natural and Organic Cosmetics Association — was established to set strict requirements for natural and organic cosmetic products, packaging, and formulations not found in other labels. Since launching the NATRUE label in 2008, the association has expanded across Europe and worldwide, consolidating its position as the international benchmark for authentic natural and organic cosmetic products and raw materials. Today, over 10,000 cosmetic products and raw materials around the world proudly carry the NATRUE label.

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