Natural cosmetics: NATRUE creates new space for industry dialogue

The UK’s natural beauty market is no longer emerging, it’s scaling fast. The organic skin care segment alone is projected to reach over $1 billion by 2030, growing at an annual rate of 9.2%[1]. That rapid growth reflects a shift in consumer behaviour: around 65% of UK adults now use natural or organic beauty products[2], with higher engagement among younger consumers and men.

But scale brings scrutiny.

While demand continues to rise, purchasing decisions are becoming more complex. Efficacy and product performance remain the primary drivers, followed by price and the presence of natural ingredients. At the same time, price sensitivity persists, and transparency is no longer a “nice to have” but an expectation. Consumers are increasingly calling for clearer information on formulation, sourcing and certification.

And yet, confusion remains widespread. Claims vary, ingredient provenance is not always easy to trace, and the lack of a harmonised definition of what “natural” or “organic” truly means in cosmetics continues to create uncertainty. What was once a relatively niche category has evolved into a more crowded and diverse space.

This context makes the launch of the Natural Cosmetics Industry Forum, a new initiative by NATRUE, the International Natural and Organic Cosmetics Association.

Taking place on 20 May 2026 in Berlin (Germany), the Forum is a one-day, in-person event designed to bring together stakeholders from across the value chain – including brands, suppliers, certification bodies, scientists, regulators and media. Rather than a large-scale trade show, it aims to offer a more focused platform for exchange on the key challenges shaping the sector.

Its ambition is not to redefine the category overnight, but to encourage more aligned thinking around how it evolves.

A central issue remains the lack of clarity in definitions. In practice, a product can still be marketed as “natural” even if it contains only a small proportion of natural ingredients, a reality that continues to blur the boundaries of the category. As demand for sustainable and transparent products grows, so too does the risk of inconsistent claims and, inevitably, greenwashing. This is where organisations like NATRUE play a critical role: setting robust certification frameworks and advocating for greater transparency.

Modernising natural beauty
The theme of the Forum’s first edition – “The Modernising of Natural & Organic Cosmetics” – is not just a positioning statement, but a reflection of the topics shaping the day’s agenda. Rather than addressing the topic in abstract terms, the programme focuses on the practical challenges the industry is currently facing.

From understanding how to remain relevant in a changing skincare market, to exploring future trends through market data, the commercial dimension is clearly addressed. At the same time, regulatory pressures are brought into focus through discussions on how to substantiate green claims and ensure compliance across both digital and physical channels.

Alongside this, the scientific dimension plays a central role. Sessions on active ingredients, formulation approaches and the potential of natural complex substances highlight how innovation is evolving.

Taken together, these topics point to a broader shift. “Modernising” is less about reinvention and more about making different parts of the industry work more coherently – aligning performance, compliance and communication.

Innovation alone will not resolve the category’s challenges. Developing effective products must go hand in hand with the ability to explain and substantiate them clearly. For many companies, particularly smaller ones, this balance is not always easy to achieve.

This is where the value of a forum like this becomes more tangible. By bringing together perspectives from market intelligence, science and certification, it creates space for more connected, practical discussions.

The sector is entering a new phase – one where growth alone is no longer enough. Since its founding in 2007, NATRUE has played a role in promoting standards and transparency. With this initiative, it is contributing to a more connected and open industry dialogue.

Article written by Paula Gómez de Tejada, NATRUE Global Communications and Public Relations Manager. Originally published on Organic & Natural Magazine (available here).

References:

[1] https://www.grandviewresearch.com/horizon/outlook/organic-skin-care-market/uk

[2] https://store.mintel.com/report/uk-attitudes-towards-natural-and-organic-bpc-market-report