NATRUE at BioCultura Madrid 2025: Promoting Authentic Natural Cosmetics & Avoiding Greenwashing

NATRUE announces its participation in the 41st edition of BioCultura Madrid, Spain’s leading fair for organic products and responsible consumption. This year, the event will take place from 6 to 9 November at the IFEMA Madrid exhibition centre.

With around 400 exhibitors, BioCultura brings together pioneers and innovators from sectors such as organic food, natural cosmetics, sustainable fashion, renewable energy, and responsible tourism. The fair is expected to welcome over 55,000 visitors and host more than 300 activities, consolidating its role as a key platform for professionals and consumers committed to sustainability in Spain.

NATRUE at the event
As part of the event’s conference programme, NATRUE, together with BioVidaSana, will host a talk titled: “Natural Cosmetics without Tricks: How to spot authenticity and avoid greenwashing”. The session will take place on 6 November at 15:30 in the EcoEstética Show Room – Register here.

The talk will be delivered by Aida Martínez Sedano, NATRUE Certification Manager; Paula Gómez de Tejada, NATRUE Global Communications and Public Relations Manager; and Nuria Alonso, Director of the BioVidaSana Certification.

This workshop is aimed at those who want to understand in depth the meaning and implications of a clear, transparent, and authentic label. During the session, the following topics will be covered:

Legal and ethical obligations related to labelling
Practical examples of greenwashing in the market
The current context of the natural cosmetics sector
The importance of certification labels and the certification process

The aim is to provide tools to communicate with accuracy and responsibility, avoiding misleading practices and strengthening the credibility of brands in the eyes of increasingly informed and demanding consumers. Through concrete examples, the session will also encourage reflection on the future of natural cosmetics and the collective role we all play in driving meaningful change in the industry.

Event details:

Talk title: “Natural Cosmetics Without Tricks: How to Spot Authenticity and Avoid Greenwashing”
Date and time: Thursday, 6 November at 15:30
Location: EcoEstética Show Room

As Aida Martínez highlights: “At NATRUE, we believe that transparency and authenticity are the foundation of natural cosmetics. This workshop provides concrete tools for brands to communicate responsibly and for consumers to trust what they choose.”

We look forward to welcoming you at BioCultura Madrid!

If you would like to arrange a meeting with NATRUE during the event, please contact Paula Gómez de Tejada at pdetejada@natrue.eu.