The ENBA initiative was born in Jyväskylä, a small town in the heart of Finland, driven by the desire of the Founder, Satu Mäkinen, to challenge the ongoing greenwashing and misleading marketing in the beauty industry.

With a deep respect for nature and a belief that transparency should be the standard, not the exception, Satu set out to create a platform where truly natural cosmetics could shine on their own merit.

The goal was simple: to celebrate brands that put naturality, sustainability, and honesty at the heart of their formulas, and to empower consumers to make informed, conscious choices.

From its early days, the ENBA grew into a unique European initiative, uniting cosmetic experts and passionate brands across the globe.

As the awards gained recognition, so did their mission. Today, the ENBA not only highlight excellence in natural beauty but also drive collaboration between brands, retailers, and conscious consumers who believe in a more ethical and transparent industry.