International Natural and Organic Cosmetics Association, NATRUE, is launching Natural Cosmetics Week 2025, November 17-23, its second year running. Industry demand for natural products is driven by a growing wariness surrounding synthetic ingredients, many of which can be toxic and lead to health problems, as many synthetic ingredients are used as a cost-saving measure and are born from a process with corners cut when it comes to safety testing and responsible ingredient sourcing. Parabens, for example, are used as a preservative in many products, especially those with water, but are linked with endocrine disruption, leading to mimicked, blocked or otherwise altered hormone production and affecting reproduction and development.
The theme of Natural Cosmetics Week 2025 is “Natural Care, Real Impact: Trust What’s Behind the Label,” and it intends to demonstrate the importance of certified natural and organic cosmetics. Value alignment and efficacy are major factors influencing buyer decisions, so those looking to shop green will be pleased at the campaign’s position: natural and scientific aren’t mutually exclusive; rather, they can be incredibly synergistic.
Europe, where NATRUE is based, is a global leader in cosmetics and personal care, with retail sales valued at more than $122 billion as of 2024. NATRUE has been a trusted international nonprofit for nearly 20 years, promoting natural beauty industry practices through independent certification, consumer education and policy advocacy so consumers can navigate the market confidently.
“We want to empower more people to make conscious choices,” said Mark Smith, PhD, NATRUE’s Director General. “By trusting what’s behind the label, consumers support brands that genuinely care—and together we can drive a more ethical, transparent and sustainable future for cosmetics.”
Guidelines for 2025 will be released in September. If they’re anything like last year’s, they’ll entail using event-specific hashtags, webinars and initiatives to engage with brands that prioritize sustainability and ethical sourcing.
