NATRUE, the International Natural and Organic Cosmetics Association, is pleased to announce the official launch of the second edition of Natural Cosmetics Week, taking place from 17–23 November 2025. This year’s theme, «Natural Care, Real Impact: Trust What’s Behind the Label», puts the spotlight on the real power of certified natural and organic cosmetics.
At a time when consumers want products that deliver results and reflect their values, the campaign makes one thing clear: natural and scientific are not opposites: they are allies. With formulations grounded in nature and backed by science, truly natural products offer both performance and integrity. This campaign invites everyone to take a closer look behind the label and discover the impact that honest, transparent, and certified cosmetics can have – for people, for trust, and for the future of beauty.
A call for greater trust in beauty
Europe remains a global leader in cosmetics and personal care, with retail sales valued at €104 billion in 2024. These products are part of daily life: 72% of EU consumers consider cosmetics and personal care products important or very important, and on average, over seven different products are used daily – from soaps and shampoos to toothpaste and moisturisers. In this context, the demand for a more sustainable, and more transparent beauty continues to grow. And that’s exactly what Natural Cosmetics Week aims to highlight.
As a leading international non-profit in the natural cosmetics sector, NATRUE promotes and protects authentic natural beauty through independent certification, consumer education, and policy advocacy – helping people navigate a crowded marketplace with confidence.
Join the movement
Natural Cosmetics Week is more than a campaign, it’s a collective effort to build a more honest and responsible future for the sector. For one week in November, brands, retailers, professionals, scientists, and consumers will come together to spotlight the real impact of truly natural and organic cosmetics.
This global campaign will feature expert-led webinars, worldwide activities, thought-provoking articles, dynamic social media activations, and behind-the-label insights – all designed to empower consumers to make better-informed choices and trust what they’re putting on their skin.
«We want to empower more people to make conscious choices,» said Dr Mark Smith, 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.»
- Further information available at www.natrue.org
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