NATRUE Launches Natural Cosmetics Week 2025 Campaign

NATRUE, the International Natural and Organic Cosmetics Association, is pleased to announce the official launch of the second edition of Natural Cosmetics Week, taking place from 17–23 November 2025.

This year’s theme, “Natural Care, Real Impact: Trust What’s Behind the Label”, puts the spotlight on the real power of certified natural and organic cosmetics. At a time when consumers want products that deliver results and reflect their values, the campaign makes one thing clear: natural and scientific are not opposites: they are allies.

With formulations grounded in nature and backed by science, truly natural products offer both performance and integrity. This campaign invites everyone to take a closer look behind the label and discover the impact that honest, transparent, and certified cosmetics can have – for people, for trust, and for the future of beauty.

A call for greater trust in beauty
Europe remains a global leader in cosmetics and personal care, with retail sales valued at €104 billion[1] in 2024. These products are part of daily life: 72% of EU consumers consider cosmetics and personal care products important or very important, and on average, over seven different products are used daily – from soaps and shampoos to toothpaste and moisturisers. In this context, the demand for a more sustainable, and more transparent beauty continues to grow. And that’s exactly what Natural Cosmetics Week aims to highlight.

As a leading international non-profit in the natural cosmetics sector, NATRUE promotes and protects authentic natural beauty through independent certification, consumer education, and policy advocacy – helping people navigate a crowded marketplace with confidence.

Join the movement
Natural Cosmetics Week is more than a campaign, it’s a collective effort to build a more honest and responsible future for the sector. For one week in November, brands, retailers, professionals, scientists, and consumers will come together to spotlight the real impact of truly natural and organic cosmetics.

This year, we invite everyone to participate by registering their own activities — whether it’s hosting an event, launching a campaign, running a challenge, or any initiative aligned with this year’s theme. Registered activities will be promoted across NATRUE’s social media channels and a dedicated website, giving participants the visibility they deserve.

Participants can also expect:

Expert-led webinars
Influencer projects
Social media campaigns
Educational content and behind-the-label insights

To support you, NATRUE has prepared a complete communications guide with ready-to-use assets, logos, examples, and inspiration from last year — all accessible in a shared Drive.

“We want to empower more people to make conscious choices,” said Dr Mark Smith, NATRUE’s Director General. “By trusting what’s behind the label, consumers support brands that genuinely care — and together we can drive a more ethical, transparent, and sustainable future for cosmetics.”

Participate now
The campaign toolkit is now available, including digital materials, social media assets, and participation guidelines. We invite you to register your activity today and join a growing international movement for natural beauty with real impact.

Get started here:

📥 Download the Communications Guide – Access all resources to participate
📝 Register Your Activity – Submit your initiative and be part of the week – more information on NATRUE’s Activity Deck!
👀 See Which Activities Are Registered – Explore what others are doing and get inspired

Any questions? Please contact Paula Gómez de Tejada, NATRUE’s Global Communications and Public Relations Manager at pdetejada@natrue.eu.

[1] Cosmetics Europe, 2025.