International natural and organic cosmetics association NATRUE has announced the first ever Natural Cosmetics Week, taking place from 23-29 November 2024.

NATRUE is encouraging brands, retailers, beauty professionals and consumers to join in and create innovative campaigns around the inaugural theme of Embrace Nature, Empower Your Skin, which underscores the significance of natural and organic ingredients in beauty products and the role of sustainability in the industry.

The association is also calling on the media to help get the word out and shine a spotlight on the benefits of natural and sustainable beauty products by covering the various activities and campaigns that will take place during the week.

Natural Cosmetics Week will see beauty brands showcasing their commitment to natural cosmetics through bespoke promotional activities and campaigns, and retailers creating colourful promotional displays at point of sale.

There will be educational workshops and webinars focusing on the benefits of natural ingredients and sustainable beauty practices, and digital discussions and webinars exploring the latest trends.

There will also be behind-the-scenes access to some of the participating brands and producers who will offer exclusive tours of their fields or production areas, highlighting their sustainable practices.

Commenting on the new initiative, Mark Smith, director general of NATRUE, says: “After two years of celebrating the International Day of Natural Cosmetics, Natural Cosmetics Week 2024 was created in response to the growing demand for transparency in the beauty industry and the desire to promote certified natural and organic cosmetics. By dedicating an entire week, we can fill it with inspiring activities and initiatives.

“At NATRUE, our aim is to highlight the benefits of using products that are not only good for the skin but also for the environment. This week is about raising awareness of the importance of authenticity in natural cosmetics, encouraging consumers to make informed choices that align with their values. We hope to inspire a shift towards more sustainable, eco-friendly beauty practices that respect both people and the planet.”

A Social Media Campaign will support Natural Cosmetics Week to elevate the conversation and advocate for a more sustainable and transparent beauty industry.

For further information about the event and how to get involved, visit NATRUE’s dedicated Natural Cosmetic Week page.