Leading natural and organic cosmetics standards NATRUE and COSMOS have issued a joint statement welcoming an EU directive that amends existing EU consumer laws to protect buyers from greenwashing. 

Directive (EU) 2024/825 (Empowering Consumers for the Green Transition Directive) strengthens consumer protection by addressing misleading commercial practices and by raising expectations for the clarity, substantiation and credibility of environmental claims and sustainability labels. Any product placed on the European market will have to comply with the requirements of the Directive as transposed into national laws starting from September 2026.

NATRUE and COSMOS have welcomed these objectives and say that their internationally recognized certification schemes offer the a “robust, practical and independently verified basis” for brands and retailers to demonstrate and communicate natural and organic product claims, using defined environmental criteria in “a trustworthy and proven manner”.

NATRUE and COSMOS say both schemes emphasize controls designed to limit vague or unsubstantiated statements through:

• Defined scope: certification applies to identified products within set categories.
• Public, specific criteria: requirements are documented and freely accessible.
• Controlled claims: logo use and related claims follow stated rules.
• Auditable evidence: documentation reviews and onsite checks by accredited, independent certification bodies.

The two standards are built on third-party verification rather than self-declaration, with requirements for traceability and documentation (including formulas, ingredient records, supplier evidence, and manufacturing/traceability records). Certification is ongoing and subject to regular monitoring and renewal. Both schemes report accreditation under ISO 17065, intended to support consistent application by certification bodies.

According to NATRUE and COSMOS, using their labels can help brands and retailers:

• Substantiate sustainability-related claims within a defined, independently verified scope.
• Reduce reputational risk by referencing verifiable label criteria.
• Apply consistent product selection criteria.
• Provide consumers with a recognizable point-of-sale sign backed by documented, independently verified requirements.

Main image: The new directive will prohibit beauty and cosmetic firms from using generic and vague environmental claims to promote their products. Photo by Sunny Ng on Unsplash