The company describes itself as having more than 35 years of experience in natural beauty, while its FAQ states that it has formulated cosmetics since 1989. 2

NaturVital’s roots are in Spain, where Instituto Naturvita developed its identity around the use of plants and natural raw materials in cosmetics. The company says that its products have been nationally distributed in Spain since 1987, while its cosmetic formulation activities date to 1989.

The company was founded around the idea of bringing the benefits of nature into everyday personal care. Rather than positioning natural cosmetics purely as a luxury or niche category, NaturVital developed products aimed at ordinary consumer needs such as hair loss, dandruff, sensitive scalps, hair damage and hair colouring.

Today, Instituto Naturvita describes itself as a family-owned company with its base in the Barcelona area. It says its products have a significant presence in Europe and South America and are expanding in Asian markets.

NaturVital’s philosophy can essentially be summarized as:

“Believe in nature. Respect the environment.”

The company says nature is both the source of many of its ingredients and a source of inspiration for product development. Its stated objectives include using natural raw materials, recyclable packaging, environmentally considerate manufacturing methods and avoiding unnecessary animal-derived ingredients and animal testing.

The company also emphasizes research, development and innovation, rather than presenting its products simply as traditional herbal remedies. NaturVital says it uses its own technology in production and design and pays particular attention to product quality, efficacy and presentation.

Although NaturVital offers products beyond hair care, hair and scalp care are at the center of the brand.

Its current portfolio includes several major categories:

• Hair Loss — shampoos, serums, tonics and other products intended for hair-loss and scalp-care routines.
• Sensitive — products designed for sensitive hair and scalps.
• Anti-Dandruff — shampoos targeting dandruff and scalp concerns.
• Anti-Breakage — products intended to strengthen hair and reduce breakage.
• Bio-Eco — natural/organic-oriented products.
• Organic Salon — sulfate-free professional-inspired hair care.
• Curly — products for curls and waves.
• Happy Kids — children’s hair-care products.
• ColourSafe — colour-maintenance products.
• Hair Colour — permanent hair-colouring products.
• Body & Care — personal-care products beyond the hair category.

Examples of products currently listed by the company include Hair Loss Shampoo, Hair Loss Serum, Anti-Dandruff Shampoo, Sensitive Shampoo, Repair Hair Mask, Happy Kids Shampoo, Silver Shampoo and ColourSafe products.

One of NaturVital’s strongest differentiators is its emphasis on natural-origin ingredients.

According to the company’s FAQ, NaturVital has developed its formulations around active ingredients of plant origin since 1989. The company also says that some of its products are certified according to standards associated with organizations such as ECOCERT, ICEA and COSMOS.

Its Bio and Eco lines are particularly focused on this positioning. NaturVital’s published product catalogue states that these lines are ECOCERT-certified and that their formulas contain more than 98% natural ingredients. The catalogue also describes these products as biodegradable and vegan-friendly.

Importantly, this does not mean every NaturVital product is necessarily an organic product. The brand has a broad portfolio, ranging from specialized hair-loss and anti-dandruff products to organic-certified lines.

NaturVital states that its cosmetics are formulated without animal-derived ingredients or animal derivatives and that it does not test its products on animals during development or production. The company says its ingredients are also not genetically modified organisms.

This vegan positioning is incorporated into the brand’s wider philosophy of combining personal care with environmental responsibility.

Sustainability is another major part of NaturVital’s current brand identity.

The company states that, since 2021, its products have been bottled in 100% recycled and recyclable PET plastic packaging. It also says that its packaging carries the Green Dot symbol and that the company works to compensate for its CO₂ emissions.

NaturVital’s Bio/Eco catalogue additionally states that those products are manufactured using solar energy, alongside their recycled PET packaging and high natural-ingredient content.

Thus, the brand’s environmental approach covers several areas:

• Natural-origin ingredients
• Vegan formulations
• No animal testing
• Recyclable packaging
• Recycled PET
• Organic certification for selected ranges
• Efforts to reduce/compensate environmental impact
• Renewable energy use for certain product lines

NaturVital has developed beyond its Spanish home market and is distributed internationally.

The company lists markets across Europe, Asia, the Americas and other regions, including the United Kingdom, Ireland, Portugal, the Netherlands, Japan, Singapore, Malaysia, Taiwan, Hong Kong, the Philippines, Saudi Arabia, Canada, the United States, Colombia, Chile, Peru and Australia, among others.

In Singapore specifically, NaturVital is listed by Watsons Singapore, where its product portfolio includes Hair Loss, Sensitive, Anti-Dandruff, Henna Colour, Happy Hair and Permanent Hair Dye ranges. 3

The company’s stated retail channels include hypermarkets, supermarkets, department stores and perfumeries, illustrating that NaturVital is positioned as a mainstream consumer beauty brand rather than solely a specialist salon or luxury cosmetics label.

NaturVital says that its customers and retail partners have included well-known chains such as Boots, Carrefour, El Corte Inglés, Guardian and Watsons, as well as other European retailers.

This broad distribution is significant to the brand’s positioning: NaturVital combines a “natural cosmetics” identity with mass-market accessibility.

Hair loss is one of NaturVital’s most prominent product categories.

The brand’s hair-loss portfolio includes products such as shampoos, serums, tonics and treatments. Its published catalogue describes formulations incorporating ingredients such as saw palmetto, caffeine, plant actives, vitamins and provitamin B5.

The brand therefore approaches hair loss primarily through cosmetic scalp and hair-care products, rather than positioning itself as a pharmaceutical treatment company.

The Organic Salon line is another important part of the brand.

NaturVital describes Organic Salon as its sulfate-free range, with shampoos using surfactants derived from coconut as their cleansing base. The range is intended to provide a gentler hair-washing experience while maintaining the brand’s natural positioning.

From a branding perspective, NaturVital sits at the intersection of three major beauty trends:

Natural beauty + specialized hair care + sustainability

Rather than focusing primarily on fashion or luxury, the brand emphasizes practical hair and scalp problems:

hair loss → dandruff → sensitivity → breakage → colouring → repair → everyday maintenance.

This gives NaturVital a relatively functional identity. The brand’s messaging consistently combines nature with efficacy, rather than suggesting that natural ingredients alone are the selling point.

Several characteristics distinguish the brand:

1. Spanish heritage — NaturVital has its roots in Barcelona and has been distributed nationally in Spain since 1987. 1
2. Long-standing natural-cosmetics focus — the company says it has formulated cosmetics using predominantly natural ingredients since 1989. 2
3. Strong hair-care specialization — hair and scalp products constitute the majority of its visible portfolio.
4. Vegan positioning — the company says its cosmetics contain no animal-derived ingredients and are not tested on animals.
5. Organic-certified ranges — selected Bio/Eco products carry ECOCERT/COSMOS-related certification.
6. Sustainability — recycled/recyclable PET packaging and environmental initiatives are central to its current positioning.
7. International distribution — the brand is sold across numerous European, Asian and American markets.

NaturVital is a Spanish natural-cosmetics brand specializing primarily in hair and scalp care. It was developed by Instituto Naturvita around the idea of combining plant-based ingredients and cosmetic research with everyday hair-care needs. Its portfolio ranges from hair-loss and anti-dandruff products to sensitive-scalp, organic, colour-care, anti-breakage and children’s products. The company places considerable emphasis on vegan formulations, avoiding animal testing, organic certification for selected products and more sustainable packaging.

In terms of market positioning, you can think of NaturVital as a mainstream Spanish “natural hair-care” brand rather than a luxury beauty house: its products are designed to be accessible through supermarkets, pharmacies/beauty retailers, department stores and major international chains.

1. About us: NaturVital Tradition
2. Official NaturVital website
3. Naturvital