Natural and organic cosmetics association NATRUE has joined forces with the European Natural Beauty Awards (ENBA) to combat greenwashing.
The collaboration will combine NATRUE's expertise in certification and regulatory affairs with ENBA's platform dedicated to recognizing and promoting the achievements of exceptional natural beauty brands.
Through this strategic partnership, the organisations will commit to advocating for natural cosmetics by promoting cosmetics brands that rigorously adhere to stringent natural cosmetics standards.
The collaboration will also recognise brands that demonstrate innovation in both their formulation and production processes, as well as a steadfast commitment to sustainability and efficacy.
NATRUE Director General Mark Smith will join the ENBA expert jury, providing his expertise in the natural and organic cosmetics sector to ensure rigorous and fair evaluation of the participating products in the Innovation Categories Awards.
Leveraging its extensive network and communication channels, NATRUE will also actively promote awarded brands and their products to a broader audience.
“As a staunch advocate for authenticity and integrity within the cosmetics industry, NATRUE is honored to join forces with the European Natural Beauty Awards in our shared mission to combat greenwashing and elevate the standards of natural beauty,” said NATRUE spokeswoman Paula Gómez de Tejada.
“This partnership underscores our commitment to promoting transparency, innovation, and sustainability, ultimately empowering consumers to make informed choices about the products they use,” she added.
“We look forward to leveraging our expertise to contribute meaningfully to the ENBA, ensuring that deserving natural beauty brands receive what they deserve.”
