NATRUE left a memorable mark at the recent Eco Living Scandinavia event, which took place from 15th to 16th November in Malmö (Sweden). Welcoming more than 3500 attendees, the event served as a platform for NATRUE to showcase its commitment to sustainability, innovation, and consumer well-being. The trade show underscored the huge potential of the Scandinavian market for natural and organic cosmetic products and proved to be a significant platform for industry professionals and buyers to discover the latest innovations, network, and implement new ideas for their business.

“Although the industry has experienced some challenging times, the bustling show floor was full of innovation and business, which reinforces the significance of our industry for a greener and healthier future.”, said Melina Viking, Event Director.

With European and international representation – including Sweden, Denmark, Greece, Austria, Italy, Ecuador, The Netherlands, Latvia, Poland, the UK, Spain, France and the USA – This year, NATRUE proudly showcased products from five amazing NATRUE-certified brands: the award-winning Tash Sisterhood, the innovative 4peoplewhocare, the “made-from-Peru” Mishki, the children’s aromatherapy babyduft and the CBD’s brand Hemptouch. A diverse range of NATRUE-certified product that cater to various consumer needs.

Three key presentations: NATRUE took centre stage with three compelling presentations, which garnered exceptional attention:
· Dr Mark Smith, NATRUE Director General: “Regulatory update in cosmetics (PFAS, allergens): the presentation covered a number of emerging actions across the evolving European regulatory landscape.  Dr Smith delved into the latest updates in the cosmetics industry, with a focus on issues such the European Green Deal, restriction of PFAS, allergens labelling, and green claims substantiation.
· Viktoria Potko, NATRUE Label and Events Officer: “Exploring sustainability trends and innovations in beauty industry: the presentation explored how the cosmetics industry is going green and making a positive impact. Among others, in the field of trends and innovation, Viktoria raised relevant issues such as what are the drivers of the consumer behaviour or what are the upcoming trends you should be aware of.
· Dr Mark Smith, NATRUE Director General: “How to Communicate truly natural and organic beauty to consumers”:  Dr Smith, together with Henrik Olteng (NOC Sweden), Pauline Raffaitin (EcoCert), and moderated by Andrea Endres ( and Peer Accelerator Circle) and Satu Mäkinen (Nordic & European Natural Beauty Awards), explored effective strategies for communicating the essence of natural and organic beauty products to discerning consumers. One of the key solutions raised during the conversation remains certification, such as NATRUE’s one. As a tool for independent verification of claims, labels linked to third-party certification can help consumers identify truly natural and organic cosmetics at a glance. At the same time, certification seals allow for brand differentiation: as a symbol of quality, authenticity and trust in the realm of natural cosmetics.

Dr Mark Smith, meritoriously awarded:  Dr Mark Smith received noteworthy recognition at the event since he was voted as number #4 in the prestigious Who’s Who in Green Beauty Scandinavia 2023, an initiative that recognises the industry’s most talented individuals. The decisions were based on commitment (how committed and active the person is to the field of green beauty), audience (how credible they are from an outside view within the field of green beauty), and inspirational (how inspiring the person is in questions of green beauty). The NATRUE team is happy to see how Dr Mark Smith’s role and hard work in the beauty industry has been recognised. Congratulations and congratulations to all the other winners!

NATRUE remains steadfast in its mission to promote transparency, authenticity, and sustainability within the cosmetics industry. The success at the Eco Living Scandinavia Event reinforces NATRUE’s position as a driving force in promoting, protecting and shaping the future of natural and organic cosmetics.

See you next year, from 9th to 10th October in Stockholm!