Welcome to our exclusive Q&A interview series. In the run-up to Eco Life Scandinavia and the Nordic Organic Food Fair, which returns on 17-18 November 2021, we’ll be speaking to some of the biggest names in the natural health, beauty, sustainable living and the organic food and drink world. Find out more about our speakers and their sessions:
We spoke with Viktoria Potko, Label & Events Officer, Natrue
Before joining NATRUE in July 2020 as Label and Events Officer, Viktoria worked for well-established natural and organic cosmetics companies in Estonia and Russia. In her previous roles, Viktoria was involved in launching communication campaigns, organizing events, creating new cosmetic products and performing trade marketing activities.
What are a few main takeaways from your session at the show?
– Why being certified NATRUE is our way of saying that we care about consumers
– Why better regulation in the EU regulatory framework is needed
– Guarantees for the consumers against greenwashing
What one person or business in the natural, organic/sustainable industry do you really admire and why?
It’s difficult to say just one name or just one brand that inspires because there are so many businesses and people that I can name
I joined natural beauty industry in 2016 when started to work for the niche independent brand that expanded all across the globe. I am happy to see how the landscape of the beauty business has changed in the last 5 years and how small independent brands are setting the agenda, and shaking up the whole industry. However, there are some true pioneers that inspired me to be in this business, and this is – without any doubts – Weleda.
I’ve been lucky to be always surrounded by experts in the field who are at the same time true enthusiasts for natural beauty.
As such, today I learn a lot from Dr. Mark Smith – NATRUE’s Director General, who is combining the science with the respect to the nature, and, while running NATRUE Association, leads natural and organic beauty industry towards sustainable and secure future.
What do you see as key trends for eco & organic products in the coming year?
Consumers are increasingly raising their expectations of a cosmetic product, and particularly within the natural and organic sector. Consumers’ top concerns reflect the perceived health, ethical and environmental attributes of a product including aspects such as ingredient avoidance, sourcing, packaging and animal welfare. Therefore, I would say upcycling, sustainability, zero packaging and multifunctionality of the products are going to be top-trends.
How important is Eco Life Scandinavia/Nordic Organic Food Fair to you/the industry?
Healthy growth is projected to continue in the Nordic natural & organic cosmetics market. Therefore, we truly believe that for NATRUE it is very important to expand the presence of our Label in Nordic countries.
What’s the best advice you’ve ever been given?
Trivial but very true: you can only achieve a success when doing things straight from your heart, and nobody knows better than you what you need. So just follow your heart, and the right things will happen
Who or what inspires you to be even better?
My personal aspirations to be a better version of myself, my family that always supported all my new beginnings and of course our NATRUE team – working with talented people with strong backgrounds different from yours makes you grow a lot!
Tell us a fun fact about yourself that most people don’t know.
Once I got a “dream job position in a leading beauty company” (that was what I thought at the moment) – and realized that it is not for me almost after 2 weeks after the start. I resigned after 3 months despite people said it can be crazy to reject a super perspective job just because l feel it is not in alignment with my values. Guess what? I never regret about this step because it lead me to where I am today doing what I really love and what I believe in.
Lesson for the future: never be afraid of the changes because every closed door opens a new one!
See Viktoria speak at the show: 12:00-12:45, Wednesday 17 November, The Beauty Theatre: Building credibility in the ever-growing landscape of “clean beauty”