NATRUE would like to extend its heartfelt gratitude to everyone who participated in and supported our journey at Eco Living Scandinavia, which took place from 9th to 10th October 2024. As the inaugural edition of this event in Stockholm (Sweden), it served as a central hub for discussions on sustainable beauty, attracting more than 3,200 attendees eager to explore the world of natural and organic cosmetics.
Key takeaways from the event
NATRUE’s speaker sessions on 9th October were met with enthusiasm, engaging participants in important discussions about pressing issues in the industry. These sessions highlighted significant regulatory updates and emerging trends, underscoring NATRUE’s role as a leader in sustainable cosmetics. Dr. Mark Smith, NATRUE’s Director General, and Viktoria Potko, NATRUE’s Certification and Global Market Development Manager, shared their expertise on EU policy updates, green claims, and sustainability trends, fostering informative and interactive discussions.
The panel discussion on the second day, titled “Navigating Green Beauty: Trends, Certifications, and Communication Strategies,” provided a platform for industry experts to exchange ideas on navigating the complexities of sustainable beauty. Dr. Smith emphasized the importance of meeting consumer demand for transparency, noting that “for natural cosmetics, simply using natural ingredients is no longer sufficient. Price is also a critical factor influencing consumer purchasing decisions. Brands must offer high-quality products that align with sustainable demands at a fair price.”
The discussion also highlighted that while cost is an important factor, certification is a valuable investment that enables brands to differentiate themselves and substantiate their claims. It was noted that online sales are growing significantly, with a strong consumer preference for sustainable claims, particularly those featuring “recycled materials,” which has emerged as one of the fastest-growing claims.
The Beauty Industry Landscape in 2024
According to Euromonitor, the global beauty and personal care market reached a valuation of EUR 527 billion in 2023. Skincare, as the dominant segment, is projected to accelerate its growth, further solidifying its lead in the global market by 2028. This trend reflects a broader consumer shift towards more conscientious and sustainable beauty choices—an evolution that NATRUE is proud to support through its certification standards and ongoing advocacy for authentic natural products.
Furthermore, regarding the most significant new product and service launches in 2023, over 40% of industry professionals agreed that the most valuable advancements lie in new formulations, followed closely by innovative ingredients and premium products.
We want to sincerely thank everyone who visited our stand at C99 to learn more about NATRUE. It was a pleasure to engage with so many enthusiastic attendees interested in our certification processes and natural and organic cosmetic standards. With 72% of Swedish consumers[1] making purchasing decisions based on sustainability credentials, we are delighted to see such a strong interest in transparency and authenticity within the natural cosmetics market.
See you next year!
[1] https://www.nordicorganicexpo.com/natural-beauty-and-health-show/