Redefining natural beauty standards – meet the changemaker Mark Smith

By Rebecca Hyde-Price Aggestam

Dr. Mark Smith, Director General of NATRUE, is a leading voice in natural and organic cosmetics. With a scientific background and a drive for transparency, he’ll speak at this year’s Nordic Organic Expo on how evolving consumer demands are shaping the future of natural beauty.

The story of Mark Smith doesn’t begin in a boardroom or backstage at a beauty event – it starts in a laboratory. With a PhD in hand and years at the research bench behind him, Smith’s career once revolved around microscopic systems and chemical reactions.
– “I was looking to pursue a career where I could apply my chemistry background to new opportunities,” he shares.

That scientific curiosity, once focused on microorganisms and enzymes, would eventually become the foundation of a movement redefining how we think about natural beauty.
– “Science was my gateway – but purpose became the path,” Smith reflects.

Defining natural beauty
Back in Canada, when Smith first stepped into his role at NATRUE as Scientific and Regulatory Manager, the cosmetics industry was still in the early throes of a clean beauty revolution. His task? To define and defend what natural really means – no easy feat in an era of greenwashing and vague marketing.
– “I was primarily responsible for the label criteria as well as providing technical support for regulatory activities.”

But when the opportunity arose to take the helm of NATRUE, Smith leaned in – ready to lead with precision, passion and a pinch of pragmatism.
– “Sometimes, the right role finds you when you’re ready to fight for something bigger.”

So, what drew this chemist to the world of natural and organic cosmetics in the first place? For Smith, it wasn’t just about products – it was about principles. Mark reflects on his work with renewable raw materials and the growing desire in the industry to move away from petrochemicals. Here was a space where nature met innovation – and where Smith saw the future.
– “Naturals aren’t just an ingredient – they’re an ideology.”

Evolving NATRUE
At the heart of it all is NATRUE, a name that’s become synonymous with integrity in the natural beauty world. Founded in 2007, the association has one clear mission: to protect and promote natural cosmetics on a global scale. Over the years, that mission has grown to encompass not only product labelling but also industry advocacy, scientific clarity and consumer protection.
– “This commitment remains as important today as it did when the association began.”

Whether it’s lobbying institutions, setting rigorous label standards or combatting the ever-evolving face of greenwashing, NATRUE continues to serve as a trusted watchdog. In an industry where the word “natural” is often used loosely, the association ensures the term has meaning – and measurable value.
– “If we don’t define natural, someone else will – and not always for the better,” says Mark.

The Nordic market
And while global in its reach, NATRUE has found a particularly compelling ally in the Nordic market – a region where heritage, sustainability and innovation go hand in hand. With a strong focus on local materials and upcycling practices, Nordic beauty brands lead the way in pushing boundaries while staying grounded in nature. Consumers here don’t just expect transparency – they demand it.
– “The Nordics aren’t just ahead of the curve – they’re helping to redraw it.”

However, Smith isn’t just a passive observer – he’s making his mark on the Nordic market through Nordic Organic Expo – the Nordic’s leading trade fair for natural products. The event has become somewhat of a second home to him, where NATRUE’s values align with the ambitions of both local and international brands. For Smith, it’s more than a speaking engagement; it’s a platform for meaningful connections and forward-thinking industry dialogue.

This year, he returns with a timely focus: understanding how shifting consumer behaviour is influencing the future of natural beauty. Together with colleagues, Smith will explore themes like digital evolution, label recognition and sustainable innovation in a special presentation titled Consumer Demands and Market Directionality of Tomorrow. In a rapidly changing market, the need for credibility is more urgent than ever.
– “In an age of information overload, the label must speak louder than the marketing.”

The future of beauty
Looking forward, Smith sees a new era unfolding. Natural and organic claims are no longer revolutionary – they’re expected. The next chapter of clean beauty will be defined by accountability: environmental footprints, ethical sourcing and substantiated claims that go beyond surface-level storytelling.
– “Tomorrow’s beauty brand won’t just sell you a product – it’ll show you its footprint.”

As he moves between international expos and policy meetings in Brussels, Smith remains grounded in his dual identity – as a scientist with a passion for truth and as a changemaker in a fast-evolving industry. With NATRUE as his platform, he continues to fight for a beauty world that values clarity, consistency and care.
– “Clean beauty was just the beginning,” he smiles and continues, “Now, we make it credible.“

Interview by Rebecca Hyde-Price Aggestam. Originally published on Nordic Organic Expo blog (available here)