Chloé Ruffier, a chemical engineer from Lyon, created Nateclo, her range of organic cosmetics, in 2018.
Its 100% natural products react against similar products which are only green in the packaging or the advertising image.
All the ingredients are translated and detailed on the labels so that the consumer knows what she is applying to the skin.
With her chemical engineering degree in hand, Chloé Ruffier could have chosen a career in heavy industry.
This young Lyonnaise has opted for an opposite pole: beauty products.
By creating Nateclo in 2019, she merged her cutting-edge scientific skills with the assumed
girly
side of her brand: “I started with a body range scented with rose.
But beware, with the fresh rose, not with the synthetic and overdosed perfume!
The artificial, very little for her.
Nateclo is 100% natural: “We are certified organic to be able to appear in stores like Biocoop, and we hold the Ecocert label, the most demanding.
"The products are manufactured in a small laboratory in Ardèche," so that the whole project is coherent ".
The pitfalls of green marketing
The all-nature was however not innate in Chloé Ruffier, coming from a "family neither organic, nor ecological". She even worked for a year in hair coloring at Schwarzkopf, Germany, “and it wasn't organic at all (laughs)! "Until a final internship in a natural cosmetics company brought her" into another world. I did scientific marketing which allowed me to be aware of trends like scandals. I then decided to consume less and better, especially in cosmetics since I have been spreading it for fifteen years and that has an impact on my health… ”
And there, surprise: even the brands supposed to be natural are not.
“As I know how to read labels, I realized that it was
green washing
, this marketing technique that puts green or a small flower on packaging to make people believe that the product is ecological or natural.
However, if our chemist knows how to understand the Latin terms of ingredients, this is not the case for everyone.
“So I thought I was going to help them,” she smiles.
Labels translated into French
On the back of the bottles are printed the ingredients in Latin, as required by law, but to which it has attached the French translation. "This is Nateclo's idea: to give power back to people," says Chloé Ruffier. I am not for organic at all costs, but to know what to buy. I want to explain what these ingredients are used for, so that the client understands what she is going to apply to the skin. And to encourage her to take a closer look at what she buys elsewhere as well. "
Nateclo is now available in body creams, perfume mist, exfoliation, body balm for very dry skin, massage oil which can also be used as hair care.
“After receiving a lot of requests, I launched the face creams in September 2020, with a peony scent to keep the floral, feminine side.
They can be found at around thirty resellers, mostly in the Lyon region, in the Biocoop but also in independent stores.
"I am looking for people who will adhere to my project rather than a particular channel", specifies Chloé Ruffier, who has other ideas of variations for her brand, while taking the time to mature them.
At the rhythm of nature, you can't go wrong.
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