NATRUE launches Natural Cosmetics Week 2026: “Glow Up, Naturally”

NATRUE is pleased to announce the new edition of Natural Cosmetics Week taking place from 23–29 November 2026.

This year’s theme “Glow Up, Naturally” celebrates the performance, versatility and beauty of certified natural and organic cosmetics across the entire beauty routine — from skincare preparation to the finishing touch of make-up. Natural cosmetics can deliver effective results without compromising on high standards for natural and organic ingredients. With trusted certification, consumers can also have greater confidence in what they are choosing.

The campaign invites everybody to celebrate natural beauty and to feel confident in their own skin.

Meet the face of Natural Cosmetics Week 2026

To bring the theme to life, NATRUE is collaborating with celebrity make-up artist Loni Baur, who has more than 30 years of experience and a strong belief that natural cosmetics perform.

Together, we are creating the NATRUE Special Edition – curated by Makeup Artist Loni Baur: a complete natural make-up routine, from skincare prep to finishing touches, made exclusively with NATRUE-certified products. Loni will put the selected products to the test and personally curate the final line-up.

The Special Edition will be revealed during Natural Cosmetics Week on Loni’s instagram account.

Open call for NATRUE-certified brands

NATRUE-certified brands are invited to nominate max 2 products per brand for consideration for the Special Edition.

To participate, brands should submit:

• the product name;
• a short product description;
• a product image; and
• a few lines explaining why the product fits this year’s theme.

Please send your submission by 16th October 2026 to vpotko@natrue.eu 

As Natural Cosmetics Week 2026 will have a particular focus on the DACH region (Germany, Austria and Switzerland), nominated products should be available in these markets. International NATRUE-certified brands are very welcome to participate too.

NB! Participation and selection are not paid placements, and selected products will not be used for individual brand advertising.

Join Natural Cosmetics Week 2026

Natural Cosmetics Week brings together brands, retailers, professionals and consumers to celebrate what certified natural and organic cosmetics can offer.

From 23–29 November, participants are invited to organise their own activities — from tutorials and in-store demonstrations to educational content, product showcases and conversations challenging common assumptions about natural cosmetics and performance. Registered activities will be featured through NATRUE’s social media channels and on the dedicated Natural Cosmetics Week website.

Natural beauty enthusiasts can also join the conversation by sharing their own natural looks, discovering certified alternatives or simply sharing what natural beauty means to them. Share your natural look, try a certified alternative, or tell us what natural beauty means to you, using #NaturalCosmeticsWeek, #NCW2026 and #ChooseTrueBeauty.

Get involved

• Download the Communications Guide
• Register your activity

Let’s glow naturally! 

Contact info for PR matters: Viktoria Potko at vpotko@natrue.eu