Naïf says it produces locally as much as possible. For example, all products and packaging are made in the Netherlands or Belgium. In this way, working conditions can be well regulated. In addition, Naïf is B‑corp certified with a score of 89.4. This means that Naïf is committed to a better world when it comes to social impact, responsibility, transparency and sustainability. B corp is a hallmark for commercial companies that make a positive impact on society and the world. Companies are hereby tested on decisions they make regarding the environment, employees, customers, suppliers and society.
Naïf’s team is about 90% women. They also strive to have different cultures in the workplace.
Naïf is committed to initiatives that contribute to a better world. For example, they collect baby gear and support charities. The latter they currently do fairly on the fly. Think of hygiene products for Ukraine, Lesbos, but also collection campaigns for the Baby Stuff Foundation, for example. Because they realize that these organizations also benefit from structural support, they want to develop a long-term plan for this.
At least 92% of the products are made from ingredients of natural origin. The brand says they always choose the natural alternative whenever possible. They stay away from mineral oils, microplastics, SLES, parabens or harsh chemicals. Luckily, because these ingredients don’t nourish your skin or serve the planet. They do use natural ingredients like flaxseed oil, avocado oil, cottonseed oil, tomato extract, zinc oxide and coconut oil. Naïf shares full ingredient lists for each product!
As mentioned, all of Naïf’s products are free of microplastics. As such, they are Zero Plastic Inside certified by the Plastic Soup Foundation. To achieve this, innovation plays a big role. For example, the brand introduced the world’s first circular face scrub and plastic-free baby wipes.
Furthermore, Naïf uses coral-friendly UV filters, namely mineral filters instead of chemical filters. The sunscreen products therefore contain no oxybenzone or octinoxate; substances that can damage coral.
Finally, the brand limits the use of water in production.
All of Naïf’s packaging is made from cane sugar-based bioplastic. Unfortunately, caps, pump bottles and spray pumps cannot be made from bioplastic at this time. The brand’s dream is to eventually offer only completely plastic-free products. As such, they are constantly working to improve their packaging. Soon they will switch to recycled plastic. They are also working on reducing (unnecessary) packaging materials. Think of reducing unnecessary boxes around tubes, but also the introduction of their refill packaging, which can save up to 5 tubes.
Naïf’s products and packaging are made in the Netherlands or Belgium. However, because it is unclear where the brand gets its raw materials from, the full length of the chain cannot be verified. However, you can have your order at Naïf sent climate-neutral! In cooperation with CO2OK, the brand then compensates the emissions of your package. This applies to both production and transport from the factory to your home. The contribution is used for reforestation in South America to make the land more fertile, create more jobs for the local population and increase food production. In addition, the brand strives for completely climate-neutral products, thus minimizing CO2 emissions.
All of Naïf’s products are vegan and 100% cruelty-free.
Naïf’s products are suitable for the whole family. For the Baby Shampoo and Washing Gel, Naïf offers bulk packs and refill packs. These save about 76% plastic compared to a regular tube! Moreover, refill packaging saves CO2.
Naïf is very honest and transparent when it comes to sharing information regarding sustainability. We at COSH think that’s great! They themselves promise to always be honest and not make false claims, with the goal of making the world of personal care a little more transparent. They also admit that they are not there yet in terms of sustainability, and that there is still much to learn and innovate within the company. In doing so, they also indicate where their challenges lie: more transparency when it comes to social and environmental performance. They want to map out the exact impact they have even better, so they can create an impact strategy. Here they want to look at how they can become climate neutral and what the impact is of the raw materials they use.
Conclusion
As Naïf says, “Every person is born naive by nature: pure, honest and open-minded.” The brand therefore worries about ingredients, so you don’t have to do this anymore, and can just shop naively. So those looking for natural hair care, skincare, sunscreen or bath and shower products for your baby or yourself, have come to the right place with Naïf!
