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The official site for Lavera, True Natural & Benecos Organic Cosmetics & Skincare
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About True Natural

Whether for yourself or for loved ones, natural beauty begins here.

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Here at True Natural, we do the research for you. Not only are the products we recommend free from harmful ingredients and safe for you, your family & the environment, but our team of Estheticians and Beauty Experts have personally tried each and every product to ensure they deliver the results promised. The products you see on our website are only the products we LOVE.

Since bringing Lavera to North America in 1999 to later adding the Benecos and True Natural brands, we remain committed to providing you with the highest performance, chemical-free personal care products that are formulated & produced to the highest ingredient standards, using only all natural ingredients.

Our ingredient standard is simple: We don’t settle for synthetics. Only safe natural ingredients are used to make our products — never any parabens, PEG, phthalates, petrochemicals, synthetic colors or fragrances, or other harmful synthetics. We offer full ingredient disclosure to the international standards (INCI), and ingredients are Certified Organic and Vegan wherever possible. All products are cruelty-free.

Hi, as a breast cancer survivor, finding your products was like landing in heaven! With no estrogen-mimicking ingredients or other toxic properties, my products range from shampoo, hair gel, cleanser, sunscreen, lipstick, to mascara. I have done several on-line orders and am extremely happy with all of my purchases. Service is excellent and the samples are a fun thing to look forward to. I thank the Gorgeously Green Sophie for telling me about you!

- Ginger - customer, CA

A Word From Our Founder

I have been very passionate about natural living since my teens, when I still lived in Germany. This passion led me to study biochemistry and research, among other things, safe and natural ingredients. In the past 15 years working in the Personal care industry, I have learned a lot about what should be used in cosmetics, and what should not.

If you are here, you are most likely familiar with the reasons for using organic and natural beauty and personal care products — to avoid toxic and harmful ingredients entering our bodies and environment. But how to tell a truly natural product from a not-so-safe product that is hiding behind a misleading label can still be quite challenging for most of us today, as many false claims are being made today.

- Uli Jacob - founder.

We invite you to explore our world of award-winning natural skincare, sun protection and cosmetics. We want you to be 100% satisfied with all your purchases, so we back all our products with our 30 Day Love-it Guarantee! If you are not completely happy with your purchase, you can return it within 30 days.

New to TrueNatural.com? Get 20% Off on us! Just enter coupon '1STORDER' at checkout and receive a 20% discount on all regular priced items for your first order with us. Happy Shopping!