NATRUE Annual Report 2025: Advancing a Sustainable Future

NATRUE, the International Natural and Organic Cosmetics Association, proudly announces the publication of its 2025 Annual Report, titled “Advancing a Sustainable Future”. The report provides an overview of a year marked by continued action to strengthen trust, transparency and sustainability across the natural and organic cosmetics sector.

Beyond highlighting key achievements and milestones, the report showcases NATRUE’s ongoing work to support consumers, businesses and policymakers through robust certification standards, science-based advocacy, industry collaboration and initiatives designed to promote greater awareness of truly natural and organic cosmetics.

“In a market where consumers are increasingly seeking clarity and where misleading environmental claims remain a challenge, NATRUE continues to advocate for greater transparency, credibility and accountability. Through its certification programme, policy engagement and educational activities, the association works to ensure that natural and organic cosmetics are supported by clear criteria and meaningful standards”, said Paula Gómez de Tejada, NATRUE’s Global Communications and Public Relations Manager.

2025 Highlights: Strengthening trust, collaboration and consumer awareness

Expanding confidence in certified natural and organic cosmetics: By the end of 2025, almost 10,400 products and raw materials worldwide carried the NATRUE Label, demonstrating continued recognition of NATRUE’s independent certification approach and strict, verifiable criteria. The label now represents more than 210 brands across over 30 countries, helping consumers identify authentic natural and organic cosmetics with confidence.
Advancing transparency in the cosmetics sector: Throughout 2025, NATRUE continued to contribute to key discussions shaping the future of sustainable cosmetics, including green claims, digital product information and consumer transparency. Through its public positions and contributions, available on the NATRUE website, the association continues to promote open dialogue and responsible practices across the sector.
Building Partnerships: Collaboration remained a central focus in 2025. NATRUE continued to strengthen relationships with academic institutions, industry stakeholders and sustainability-driven organisations to support innovation and knowledge exchange. Among these efforts, NATRUE strengthened its collaboration with Hygieia through a pioneering international academic programme connecting European universities and stakeholders in health and innovation. The association also joined forces with World Bio Market to support the development of a stronger bio-based economy.
Enhancing digital engagement and consumer outreach: In 2025, NATRUE continued improving its digital presence to make information more accessible and engaging. The association launched a refreshed website with improved usability and interactive features, including an AI chatbot designed to help users quickly find answers to their questions. In addition, to further connect with consumers and raise awareness about natural and organic cosmetics, NATRUE also expanded its communication activities through interviews, influencer collaborations and targeted awareness campaigns.
Celebrating the second edition of Natural Cosmetics Week: Following the success of its inaugural edition, NATRUE hosted the second edition of Natural Cosmetics Week under the theme “Natural Care, Real Impact: Trust What’s Behind the Label”. The campaign generated more than 10,800 LinkedIn impressions and inspired over 45 activities across key European markets, including Germany, Croatia, Spain, France, Slovenia and the UK, bringing together brands, retailers, professionals and consumers around the importance of transparency and trust.
Connecting the global natural cosmetics community: Throughout 2025, NATRUE continued to represent and support the natural and organic cosmetics community through participation in major industry events worldwide as a speaker, exhibitor and organiser. The association also brought stakeholders together through its General Assembly, media roundtables and member workshops, creating opportunities for dialogue, knowledge sharing and collective action to advance the sector.

Looking ahead: continuing the journey towards a more transparent future
As the natural and organic cosmetics sector continues to evolve, NATRUE remains focused on driving meaningful progress through collaboration, reliable standards and consumer education.

Looking ahead, the association will continue to strengthen its certification programme, contribute to discussions on sustainable regulation, expand awareness initiatives and support its members in building a more transparent and responsible cosmetics industry.

We invite you to explore the NATRUE Annual Report 2025 and discover the achievements, partnerships and initiatives that shaped the past year.

Download the full NATRUE Annual Report 2025.