Natural Beauty Gets Real

Launching April 20th, 2015, the Real Beauty Manifesto (RBM) is an umbrella movement inspiring natural and organic beauty brands to unite in a shared vision of honesty and integrity.
Natural and organic beauty brands already have fundamental principles in common: theycare about the purity of their ingredients, are passionate about protecting the environment and actively oppose animal testing. However, they also share additional values concerning sustainability, community and compassion. The Real Beauty Manifesto articulates these values, setting them out clearly and concisely in six points.
The soft launch of the RBM has been met with an overwhelmingly positive response and within days many of the biggest names in the industry have joined the movement including The Soil Association, Natural & Organic Products Europe, The Natural Beauty Yearbook, Suti, Madara, NATorigin and LoveLula. With the official press launch taking place at the Natural Products Show in ExCeL London this coming Monday, the 20th of April, the Real Beauty Manifesto is set to gain even more momentum.
Brands see the RBM as the perfect way to highlight the values they stand for and deliver a clear message to their customers. The RBM logo will become an immediate point of reference indicating that a product was made with decency, honesty and care.
Industry organisations, brands, the press and bloggers agree that positive change within the beauty industry is long overdue.  Studies show that the global demand for organic beauty products is witnessing unprecedented growth*, while the backlash against unrealistic, damaging stereotypes and unethical ‘greenwashing’ is gaining momentum. The issues addressed by the RBM are therefore timely and welcome, and thousands of individuals around the world echo its principles. The members hope that as the movement spreads, the beauty industry will be steered towards new standards of openness, honesty and transparency.
What the RBM stands for:
  1. Purity – we avoid all harmful chemicals and toxins in the products we sell and promote natural and organic living to safeguard our health, our planet and our children’s future.
  2. Compassion – we aim to be considerate as companies and as individuals. We refute the need for animal testing in any form during the production of beauty products and refuse to sell or stock any products tested on animals.
  3. Honesty – we oppose promoting unrealistic beauty ideals that contribute to the increasing number of young people developing negative body image, low self-esteem and eating disorders. We aspire to promote equality and operate without prejudice.
  4. Community – we endorse equal opportunity and support small and local enterprises to encourage a diverse and healthy economy in tune with their communities.
  5. Transparency – we believe the price you pay for a product should reflect the value of its ingredients and that these should be clearly displayed on its packaging.
  6. Sustainability – we recycle whenever possible and actively minimise the waste we produce and the resources we use to run our business, with a particular focus on our ingredients and packaging.


By upholding these values, members believe the Manifesto can build a better natural beauty industry for everybody.