NATRUE launches its 2024 Annual Report: “Cultivating a Sustainable Future”

NATRUE, the International Natural and Organic Cosmetics Association, proudly announces the publication of its 2024 Annual Report, titled “Cultivating a Sustainable Future”. More than a summary of facts and figures, this report reflects NATRUE’s year-round commitment to promoting truly natural and organic cosmetics, championing transparency, and empowering consumers to make informed choices.

In a context where greenwashing and misleading claims remain widespread, NATRUE continues to lead the way in setting a high standard for integrity, trust, and scientific rigour in the cosmetic sector. The report offers a comprehensive look into NATRUE’s advocacy efforts, partnerships, certification programme, and educational initiatives, all aimed at supporting a more sustainable and ethical natural beauty industry.

2024 Milestones: Driving Progress and Purpose in Natural Cosmetics:

1. Building Global Trust through the NATRUE Label: by the end of 2024, nearly 10,000 products and raw materials carried the NATRUE Label worldwide — a sign of independent certification based on strict, verifiable standards. NATRUE also reached a major milestone with 180 listed third-party manufacturers across the globe now producing in accordance with its criteria for truly natural and organic cosmetics.
2. Advocating for Honest and Sustainable Beauty:NATRUE has remained deeply engaged in policy discussions that shape the future of sustainable cosmetics — from green claims and digital product information to consumer transparency. All contributions and public position papers have been made openly available on the NATRUE website, reaffirming the organisation’s strong commitment to openness and accountability.
3. Partnering for Greater Impact: In 2024, NATRUE announced a new supporting partnership with the European Natural Beauty Awards, helping to spotlight brands with genuine values. The association also joined Business for Nature to promote a nature-positive economy, and became a correspondent member of Cosmetics Europe, strengthening its influence in policy conversations shaping the natural and organic cosmetics sector.
4. Empowering Consumers and Modernising Our Voice: To promote informed decision-making, NATRUE launched a new inspirational video showcasing its core values — transparency, integrity, impartiality and trust — available in five languages. The organisation also refreshed its visual identity, updating brand colours to align with modern trends. NATRUE was also featured in several publications, books and podcasts throughout the year.
5. First-Ever Natural Cosmetics Week: In a historic first, NATRUE hosted the inaugural Natural Cosmetics Week — a global celebration of genuine natural beauty. The initiative included collaboration with over 50 influencers, broad media coverage, and 27 participating brands, each hosting their own local activities. NATRUE also held a dedicated webinar, “The Green Guide: Trends in Natural Ingredients”.
6. Promoting Natural and Organic Cosmetics Worldwide: With a mission to raise awareness and build bridges, NATRUE was present at major industry events across the globe — as a speaker, exhibitor or organiser. The association also hosted its General Assembly, ran media roundtables, and facilitated a workshop with members to drive progress from within the community.

What’s Next: Growing with Purpose
As the demand for authentic and sustainable cosmetics continues to grow, NATRUE remains committed to expanding its global reach, supporting transparent regulation, and promoting meaningful change in the sector. The association will continue to foster collaboration, champion high standards, and strengthen trust — cultivating a sustainable future, together.

We warmly invite you to explore the report and join us in cultivating a more transparent, authentic, and sustainable future for cosmetics. Enjoy the read!

Download here the full NATRUE Annual Report 2024.