When “eco-friendly” can mean everything or nothing, this week matters.

Why This Campaign Exists

Clean. Green. Botanical. Conscious. Naturally inspired. The beauty industry loves a buzzword but they mean absolutely nothing without any standards behind them.

NATRUE created Natural Cosmetics Week to champion natural and sustainable beauty and to inspire the beauty industry and consumers to embrace a more real, responsible, and sustainable approach to beauty.

Let’s clear up one myth straight away – the perception that “natural” lacks science or tech is nonsense. Mother Nature’s is a kickass biochemist, which half the beauty industry spends its time trying to imitate.

Natural and scientific aren’t opposites. They’re collaborators. Some of the most effective skincare ingredients on the planet come straight from botanicals, and when you combine them with proper formulation expertise, the results are anything but basic.

So here’s what I want you to keep in mind this week:

Don’t let marketing buzzwords do the thinking for you.

Flip the bottle. Read the label. Look for certification. That’s where the truth lives.

The NATRUE seal can be your shortcut.

If it’s there, the product has met strict standards for natural and organic ingredients, transparency and responsible production, not just “inspired by nature” vibes.

As Dr Mark Smith, NATRUE’s Director General, says:

“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.”

A Closer Look at This Year’s NATRUE Beauty Box

I was kindly sent some certified goodies to try out. These NATRUE-certified gems show that natural beauty isn’t a trend, it’s a powerhouse of performance, and cutting-edge formulation science.

Weleda – Skin Food Body Lotion

The newest addition to the Skin Food family and it absolutely behaves like one. Packed with calendula, chamomile, rosemary, wild pansy and olive squalane, this lotion is rich without feeling heavy and instantly restores that “comfortable skin” feeling.

AEOS – Refreshing Hydrating Mist

A mist that lifts your skin and your mood. This blend of organic botanicals, crystal essences and fruit and flower hydrosols gives an instant hit of hydration.  Perfect for reviving makeup or giving tired skin a quick reset.

Ben & Anna – Aloe Vera Natural Deodorant

A gentle, fragrance-free deo that actually feels good on the skin. Aloe vera, shea butter and sunflower oil come together in a smooth, non-sticky formula that keeps things fresh

Dr Hauschka – Lip Care Stick & Hydrating Hand Cream

The Lip Care Stick softens and protects with botanical extracts and plant waxes, while the Hand Cream absorbs quickly and brings instant comfort without the greasy residue.

Trilogy – Vitamin C Super Serum

A natural formulation with serious credentials. This serum blends 10 percent vitamin C with a bio-retinol alternative, peptides, ceramides and hyaluronic acid to brighten, firm and smooth. Lightweight, effective and designed for visible results. 

Lavera – Glow Illuminating Sheet Mask

Fresh and fruity with  Dragon fruit, raspberry and vitamin C promising to deliver a juicy dose of hydration and radiance in 15 minutes.

Dr Bronner’s – Pure-Castile Bar Soap

A bar soap with a cult following for good reason. Made with fair-trade, organic oils, it gives a soft, creamy lather that doesn’t strip the skin.

When you’re on the hunt for natural products, do you check out the labels? What do you look out for?

For more information visit natrue.org