NATRUE, the International Natural and Organic Cosmetics Association, and the prestigious European Natural Beauty Awards (ENBA) are pleased to announce their collaborative partnership, aimed at combating greenwashing within the cosmetics industry and amplifying the visibility of verifiable and high-quality natural cosmetics across Europe.

This collaboration marks a significant step forward for the natural beauty sector, combining NATRUE’s expertise in certification and regulatory affairs with ENBA’s distinguished platform dedicated to recognizing and promoting the achievements of exceptional natural beauty brands.

“NATRUE is doing an amazing job at representing the industry in the European institutions against fake green claims, and we are really happy about their participation at the ENBA. Receiving recognition from an industry expert jury, including NATRUE, will add a significant layer to the awards and enhance the awarded brands’ credibility”, says Macha Chibani, the COO of ENBA.

Through this strategic partnership, the organisations are committed to:

  • Advocating for natural cosmetics: Promote cosmetics brands that rigorously adhere to stringent natural cosmetics standards.
  • Support innovation and sustainability: Recognising brands that demonstrate innovation in both their formulation and production processes, as well as a steadfast commitment to sustainability and efficacy.
  • Increase consumer awareness: Empowering consumers through education about the value of certified natural and organic cosmetics, thus enabling them to make well-informed choices.

NATRUE’s Integral Contribution
NATRUE contributes to the ENBA through:

  • Expert Jury: Dr Mark Smith, Director General of NATRUE, will join the distinguished ENBA expert jury, providing his unique expertise in the natural and organic cosmetics sector to ensure rigorous and fair evaluation of the participating products in the Innovation Categories Awards.
  • Brand Promotion: Leveraging its extensive network and communication channels, NATRUE will actively promote awarded brands and their products to a broader audience.

As a staunch advocate for authenticity and integrity within the cosmetics industry, NATRUE is honored to join forces with the European Natural Beauty Awards in our shared mission to combat greenwashing and elevate the standards of natural beauty. This partnership underscores our commitment to promoting transparency, innovation, and sustainability, ultimately empowering consumers to make informed choices about the products they use. We look forward to leveraging our expertise to contribute meaningfully to the ENBA, ensuring that deserving natural beauty brands receive what they deserve”, highlighted Paula Gómez de Tejada, NATRUE’s Communications Officer.