NATRUE, the International Natural and Organic Cosmetics Association, has published its  2024 Annual Report – Cultivating a Sustainable Future – summarising key data and  highlighting milestone achievements. 

Commenting, NATRUE director general Dr Mark Smith, said: “We are proud to look back at a year in which NATRUE has further solidified its position as a leading voice for the natural and organic cosmetics sector. Transparency, sustainability and consumer protection remain at the heart of everything we do.”

2024 Milestones: Driving Progress and Purpose in Natural Cosmetics:

1. Building Global Trust through the NATRUE Label: by the end of 2024, nearly 10,000 products and raw materials carried the NATRUE Label worldwid. NATRUE also reached a major milestone with 180 listed third-party manufacturers across the globe now producing in accordance with its criteria for truly natural and organic cosmetics.

2. Advocating for Honest and Sustainable Beauty: NATRUE has remained engaged in policy discussions that shape the future of sustainable cosmetics — from green claims and digital product information to consumer transparency. All contributions and public position papers have been made openly available on the NATRUE website, reaffirming the organisation’s commitment to openness and accountability.

3. Partnering for Greater Impact: In 2024, NATRUE announced a new supporting partnership with the European Natural Beauty Awards, helping to spotlight brands with genuine values. The association also joined Business for Nature to promote a nature-positive economy, and became a correspondent member of Cosmetics Europe, strengthening its influence in policy conversations shaping the natural and organic cosmetics sector.

4. Empowering Consumers and Modernising Our Voice: To promote informed decision-making, NATRUE launched a new video showcasing its core values — transparency, integrity, impartiality and trust — available in five languages. The organisation also refreshed its visual identity, updating brand colours to align with modern trends. NATRUE was also featured in several publications, books and podcasts throughout the year.

5. First-Ever Natural Cosmetics Week: In a first, NATRUE hosted the inaugural Natural Cosmetics Week — a global celebration of genuine natural beauty. The initiative included collaboration with over 50 influencers, broad media coverage, and 27 participating brands, each hosting their own local activities.