In a world increasingly conscious of health, sustainability, and environmental responsibility, Jacqueline Watson stands at the forefront of a quiet but powerful revolution. As Executive Chairman of Citrefine International Limited, she is leading the redefinition of what natural protection means—not just for consumers, but for brands, regulators, and global public health systems.
For decades, Citrefine has been a pioneer in naturally sourced insect-repellent ingredients. What began as a family-driven venture rooted in scientific curiosity has evolved into a global force shaping the future of plant-based protection.
“We started as a family firm with a fundamental goal: to develop a highly effective insect repellent derived directly from nature,” Jacqueline reflects. “Today, we are not just an active ingredient provider. We are positioning Citrefine as a global voice in natural protection and public health.”
At the heart of that transformation lies one innovative ingredient.
Science Before Slogans: The Journey of Citriodiol®
Citriodiol® is now internationally recognised as the most effective plant-based repellent active ingredients available. But Jacqueline is clear: its credibility does not come from marketing claims; it comes from science.
“My background in natural sciences taught me that nature is incredibly powerful, but it requires rigorous scientific validation,” she explains.
From early formulation stages to global benchmark status, Citrefine invested heavily in independent efficacy trials, toxicology studies, and safety validation. The goal was simple yet ambitious: prove that a naturally derived ingredient could rival synthetic repellents in performance.
“It is not enough to simply be ‘plant-based,’” Jacqueline says. “We ensure that our active ingredient offers a level of protection that rivals synthetic alternatives, backed by unequivocal science and proven safe for families.”
Citrefine eliminates the compromise between “natural” and “effective”, now, consumers can have both.
Simplifying the Regulatory Maze
The insect-repellent industry operates within one of the most complex regulatory frameworks in the world. For emerging brands, compliance can be a daunting and costly obstacle.
Citrefine has turned that challenge into a competitive advantage.
Recently, the company successfully collaborated with the UK Government and the Health and Safety Executive to resolve significant regulatory hurdle that had threatened its own expansion. That experience now benefits every partner brand working with Citrefine in the EU.
“Because we navigate these stringent legal and commercial matters daily, we can shoulder that burden for our partners,” Jacqueline explains. “We guide brands through the red tape, simplifying their compliance journey so they can focus on what they do best: marketing their wonderful products.”
In doing so, Citrefine has evolved from an ingredient supplier to a strategic partner.
Sustainability as a Foundation, Not a Feature
For Jacqueline, sustainability is not a marketing angle; it is a personal conviction.
“I have always advocated for eco-conscious innovation,” she says, referencing Citrefine’s longstanding warnings about harmful garden insecticides that devastate local bee populations.
By championing Citriodiol®, Citrefine offers consumers a way to protect themselves without inflicting collateral damage on ecosystems. Responsible sourcing, ethical production, and environmentally conscious manufacturing form the backbone of the company’s operational model.
“Sustainability isn’t just a trend for us; it is the bedrock of our business.”
In a market where consumers increasingly scrutinise ingredient lists and environmental claims, authenticity matters.
A Holistic Partnership Model
What truly differentiates Citrefine is its end-to-end support ecosystem.
“We don’t just sell an ingredient and walk away,” Jacqueline emphasizes.
Citrefine provides formulation guidance, high-level regulatory support, and marketing insight to manufacturers worldwide. Jacqueline’s background in finance, operations, and raw material sourcing has shaped this integrated model.
“Because of my background spanning finance, operations, and sourcing, I know how vital a comprehensive approach is,” she says. “We act as an extension of our partners’ teams.”
This holistic safety net, rare in the active ingredient sector, ensures that brands launching products with Citriodiol® are not navigating scientific, regulatory, and commercial challenges alone.
Natural Protection as a Public Health Responsibility
With vector-borne diseases such as Lyme disease, dengue, and malaria on the rise globally, effective protection is no longer optional, but it is essential.
For Jacqueline, this issue is deeply personal.
“Years ago, I hosted local events focused on raising awareness about Lyme disease and the crucial importance of preventing tick bites,” she shares.
As disease-carrying insects expand their geographic reach due to climate shifts and global travel, Citrefine sees its role as both commercial and humanitarian.
“Our role is to ensure that credible, effective, and natural repellents are accessible worldwide.”
Innovation Anchored in Responsibility
Citrefine continues to invest in research and development, expanding it’s set of efficacy and safety studies and optimising raw material supply chains to maintain sustainability standards.
“Innovation for us means continuously proving the breadth of Citriodiol®’s protective capabilities while ensuring our production methods remain as close to nature—and as sustainable—as possible.”
For new brands entering the natural repellent space, Jacqueline offers clear advice:
“Do not cut corners on the science. Consumer trust is built on credibility. If you want to create a natural product, you must use ingredients that have been rigorously tested and validated.”
Trust, she believes, is the currency of long-term growth.
Leadership Rooted in Culture and Transparency
Jacqueline’s leadership philosophy extends beyond product development. She believes sustainable business growth is inseparable from employee wellbeing.
“A company can only grow sustainably if its people are thriving,” she says.
Citrefine prioritises genuine work-life balance, ethical working conditions, and transparent communication. That internal culture has translated into strong external partnerships and long-term brand loyalty.
By fostering a supportive environment, Citrefine has built a dedicated team that shares a collective commitment to responsible innovation.
Global Expansion with Purpose
Following a recent visit to Number 11 Downing Street, Citrefine’s strategic path has become clearer than ever. With major regulatory barriers resolved, the company is accelerating global expansion.
“In my new role as Executive Chairman, I am looking at our long-term trajectory,” Jacqueline states. “The path is clear for us to introduce Citriodiol® to even more international markets and broaden our scope in the markets we already support.”
Scaling operations, championing environmental responsibility, and cementing Citrefine’s position as the benchmark for science-backed, plant-based repellents remain top priorities.
Shaping the Future of Natural Protection
Under Jacqueline’s leadership, Citrefine International Limited is not merely supplying an ingredient; it is reshaping an industry narrative.
It is proving that natural does not mean weaker. That science and sustainability can coexist, and that protection for families should never come at the planet’s expense.
As vector-borne disease threats grow and consumers demand greater transparency, Citrefine’s blend of rigorous science, regulatory expertise, and ethical commitment positions it as a defining force in the future of natural repellent technology.
In Jacqueline’s words, “Consumers and brands do not have to compromise on efficacy to make environmentally responsible choices.”
And in 2026 and beyond, that belief may well define the next era of global protection.
About Citrefine International Limited
Citrefine International Limited is a UK-based specialist in naturally sourced insect-repellent active ingredients. Best known for its globally recognised plant-based ingredient Citriodiol®, the company combines rigorous scientific validation with sustainable production practices.
Citrefine supports manufacturers worldwide with formulation guidance, regulatory expertise, and marketing insight, positioning itself not just as an ingredient supplier but as a trusted partner in advancing effective, eco-conscious protection solutions.
Company Details
- Company Name: Citrefine International Limited
- Founding Year: 1994
- Office Locations: Leeds, West Yorkshire, UK (Headquarters)
- Official Website: www.citrefine.com
- Industry/ Sector: Plant-Based Active Ingredients / Public Health & Personal Care
Leader’s Profile
- Name of the Featured Leader: Jacqueline Watson
- Designation: Executive Chairman
- Brief Background & Experience:
Jacqueline Watson holds an MA in Natural Sciences and Management Studies from the University of Cambridge. Her early career was built in finance, corporate strategy and decision making. Qualifying as a Chartered Accountant at Coopers & Lybrand, then moving to PwC as a Consultant, and later serving as Commercial Manager at Cable & Wireless.
In 2004 she became Finance and Operations Director at MASTA (Medical Advisory Services for Travellers Abroad) and its sister company, Citrefine, stepping up to Managing Director in 2009. As of late 2025, she transitioned into the role of Executive Chairman, where she oversees the company’s long-term strategic vision and corporate culture.
Company Highlights
- Key Services/Offerings: Production and global export of Citriodiol®, an end-to-end support ecosystem for manufacturers, formulation guidance, technical and regulatory support, and marketing insight.
- Major Achievements or Recognitions: Steering the business from a small family firm into a world-leading exporter; quadrupling our staff over the last 15 years; successfully collaborating with the UK Government to overcome complex regulatory challenges, which was recently celebrated at Number 11 Downing Street.