How hyper-certification is affecting the natural beauty sector

Dr Mark Smith, NATRUE's Director General, discusses the rise of natural and organic cosmetics and how it determines which brands adhere to its rigorous standards

Dr Mark Smith

From natural and organic to halal and bee-friendly, there have never been more labels and certifications for beauty brands to put on their products in the hopes of appealing to today's increasingly eco-conscious consumer.

But with new trends and buzzwords springing up all the time, how can brands effectively communicate what is in their products without overwhelming consumers with a plethora of labels?

Here, Dr Mark Smith, Director General of green certification body NATRUE, speaks to Cosmetics Business about how the industry can fight greenwashing, why less is sometimes more when it comes to certification and what the future holds for the natural and organic sector...

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