NATRUE is putting natural and organic make-up in the spotlight with its Natural Cosmetics Week 2026, which takes place from 23–29 November under the theme ‘Glow Up, Naturally’.
The campaign aims to highlight the performance and versatility of certified natural and organic cosmetics across the beauty routine.
As part of the initiative, NATRUE is working with make-up artist Loni Baur, who has more than 30 years’ experience, to create a complete beauty routine using exclusively NATRUE-certified products.
Baur will test and select the products herself, with the final line-up to be revealed on her Instagram account during the week.
NATRUE is also inviting brands, retailers and beauty professionals to organize activities, including tutorials, in-store demonstrations and educational content, to challenge misconceptions about natural cosmetics and their performance.
Commenting on the initiative, Viktoria Potko, global communications and PR manager at NATRUE, says: “Natural beauty shouldn’t mean compromise. With Natural Cosmetics Week 2026, we want to show that certified natural and organic cosmetics perform across the whole routine, from skincare to the final touch of make-up.”
The initiative brings together the natural and organic beauty sector to raise awareness of certified products and the role of independent certification in helping consumers make informed choices.
Registered activities will be promoted through NATRUE’s social media channels and a dedicated Natural Cosmetics Week website. Beauty lovers can join in with #NaturalCosmeticsWeek, #NCW2026 and #ChooseTrueBeauty.
By Jane Wolfe, contributor