NATRUE and the European Natural Beauty Awards (ENBA) are to partner in a major new initiative aimed at combating greenwashing within the cosmetics industry and amplifying the visibility of verifiable and high-quality natural cosmetics across Europe.
This collaboration marks a significant step forward for the natural beauty sector, combining NATRUE’s expertise in certification and regulatory affairs with ENBA’s distinguished platform dedicated to recognizing and promoting the achievements of exceptional natural beauty brands.
“NATRUE is doing an amazing job at representing the industry in the European institutions against fake green claims, and we are really happy about their participation at the ENBA. Receiving recognition from an industry expert jury, including NATRUE, will add a significant layer to the awards and enhance the awarded brands’ credibility”, said Macha Chibani, the COO of ENBA.
Through their strategic partnership, the two organisations are committed to: promoting cosmetics brands that rigorously adhere to stringent natural cosmetics standards; supporting innovation and sustainability; increasing consumer awareness: and active promotion of awarded brands. Additionally, Dr Mark Smith, director general of NATRUE, will join the ENBA expert jury, adding his expertise in the natural and organic cosmetics sector and helping ensure rigorous and fair evaluation of the participating products in the Innovation Categories Awards.
Paula Gómez de Tejada, NATRUE’s communications officer, said: “As a staunch advocate for authenticity and integrity within the cosmetics industry, NATRUE is honoured to join forces with the European Natural Beauty Awards in our shared mission to combat greenwashing and elevate the standards of natural beauty. This partnership underscores our commitment to promoting transparency, innovation, and sustainability, ultimately empowering consumers to make informed choices about the products they use. We look forward to leveraging our expertise to contribute meaningfully to the ENBA, ensuring that deserving natural beauty brands receive what they deserve.”