In a united effort to combat greenwashing, the natural and organic cosmetics association NATRUE has partnered with the European Natural Beauty Awards (ENBA). This collaboration merges NATRUE’s extensive knowledge in certification and regulatory affairs with ENBA’s platform dedicated to recognizing and promoting exceptional natural beauty brands.
Through this strategic alliance, both organizations are committed to advocating for natural cosmetics and promoting brands that diligently adhere to stringent natural cosmetics standards. The collaboration aims to celebrate and acknowledge brands that showcase innovation in their formulations and production processes, while maintaining a steadfast commitment to sustainability and efficacy.
Mark Smith, the Director General of NATRUE, will join the ENBA expert jury, lending his expertise in the natural and organic cosmetics sector to ensure a rigorous and fair evaluation of the products participating in the Innovation Categories Awards.
Leveraging its wide-ranging network and communication channels, NATRUE will actively promote the awarded brands and their products to a broader audience. By doing so, they aim to raise awareness and highlight the outstanding achievements of these brands in the realm of natural beauty.
“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,” expressed NATRUE spokeswoman Paula Gómez de Tejada. She further emphasized that this partnership underscores their commitment to promoting transparency, innovation, and sustainability, ultimately empowering consumers to make informed choices about the products they use.
