NATRUE strengthens its leadership team with two new appointments

GERMANY – NATRUE, the International Natural & Organic Cosmetics Association, has appointed  Florian Stintzing as the new President and Jayn Sterland as the new Vice President.

This announcement comes after NATRUE’s Membership Assembly in Frankfurt.

This marks a pivotal moment for the organization as it continues its mission to uphold and promote authentic, natural and organic cosmetics worldwide.

Dr Mark Smith, NATRUE’s Director General, stated, “The election of our new President and Vice President is a pivotal moment for NATRUE.”

“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.”

 Florian Stintzing – President 

Stintzing will take over the role from Dr. Bernhard Irrgang, who is stepping down following his retirement. 

Stintzing, previously serving as NATRUE’s Vice President, brings extensive expertise in scientific research, product development, and association governance. 

His background in food technology and his tenure at WALA Heilmittel GmbH, where he has been Head of Science and a Board Member, positions him as a strong advocate for rigorous natural product standards. 

His leadership is expected to reinforce NATRUE’s commitment to combating greenwashing and ensuring transparency in the cosmetics industry.

Jayn Sterland – Vice President

Jayn Sterland, Managing Director of WELEDA UK, has been appointed as Vice President. 

Sterland has been instrumental in shaping industry standards for ethical beauty. 

Her role as ESG Pillar President for the British Beauty Council further underscores her dedication to environmental and social governance. 

As Vice President, she will support NATRUE’s strategic initiatives, ensuring that the association continues to set high benchmarks for natural and organic cosmetics. 

Recently, NATRUE joined forces with 13 other industry associations to call for a clear and effective Green Claims Directive. 

NATRUE emphasized the need for a regulatory framework that ensures transparency, competitiveness, and sustainability, while effectively preventing greenwashing.

The organization advocates for predictable verification processes that avoid excessive costs and complexity for businesses making straightforward environmental claims. 

In addition, it urges legislators to ensure alignment with existing EU regulations, such as the Packaging and Packaging Waste Regulation, to prevent duplication and inconsistencies. 

By calling for clear substantiation requirements and appropriate transition periods, NATRUE aims to create a level playing field for businesses while ensuring that environmental claims remain trustworthy and effective. 

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