This article was originally published in Hungarian in ELLE Hungary’s November 2025 Edition – this translation article is written by the original ELLE Author, Mónika Kassai
Authenticity Over Fairy Dust
Consumers are becoming increasingly conscious, yet the “green” segment of the cosmetics market remains full of misconceptions, half-truths, and catchy marketing claims.
Anyone interested in natural cosmetics already knows: not all that glitters is gold – or, more precisely, not everything labelled “green” is truly natural. Why? Because even today, there are no legal regulations defining under what conditions terms like natural, green, or eco can be used. These words sound reassuring, but in reality, anyone can put them on a product label. And even if a formula does contain natural ingredients, these often make up only a tiny fraction of the whole.
The labels organic and bio are more strictly defined, but even they are not immune to misuse. So how can we really tell which products are genuinely natural and ethical?
A Mission from Finland
This is the question the European Natural Beauty Awards (ENBA) set out to answer. In just a few years, the ENBA has become one of the most important international recognitions in the world of natural cosmetics.
The idea was born in the heart of Finland, in the city of Jyväskylä, where founder Satu Mäkinen realised that both consumers and truly natural brands deserved better. The ENBA is more than an award – it’s a movement for authenticity, transparency, and real values.
As Mäkinen puts it: “Only by standing together for authenticity and transparency can we start to reverse the greenwashing trend and encourage the industry to adopt higher standards.”
Fighting Greenwashing
“Greenwashing” – misleading marketing that pretends to be sustainable – is one of the beauty industry’s biggest challenges today. According to the European Commission, more than half of eco-labels contain vague or unfounded claims. The result: only about 8% of products on the market can truly be considered natural.
The ENBA aims to set a clear benchmark and highlight the brands and products that genuinely deserve the label “natural.” Every submitted product’s ingredient list (INCI) is thoroughly analysed, and only those containing at least 99% natural-origin ingredients can proceed.
The process is rigorous: this year, out of 1,247 entries from 35 countries, only 17% passed the eligibility screening. These shortlisted products were then evaluated over a 12-week period by three independent juries.
A Jury That Represents Europe
The ENBA jury consists of more than 100 members representing 35 countries, divided into three groups:
- Industry experts (buyers, certification specialists, sustainability consultants),
- Media professionals (journalists, beauty influencers, opinion leaders), and
- Celebrity judges, with around 50 well-known personalities from film, fashion, music, and sports, join each year.
This year, I had the honour of representing Hungary as part of the media jury, alongside outstanding professionals from across the beauty industry.
For several months, I tested the products sent to me – observing their textures, effects, scents, and how well they lived up to their promises. I recorded my experiences in detailed evaluation sheets.
Judging carries responsibility – especially when you know your decisions help shape the future of natural beauty. It was immensely rewarding to learn at the award ceremony that many of the products I rated among the best also convinced other judges and went on to win awards.
Some have since become my new green favourites: I was genuinely touched by their purity, their familiar nature-inspired scents, and the feeling that my skin was absorbing the true essence of nature.
Parisian Moments
The 3rd ENBA Award Ceremony took place this year in Paris, at the elegant Théâtre Marigny on the Champs-Élysées. The event was dazzling – an unforgettable evening spent among organisers, jury members, and contestants.
Behind the scenes, you could feel the anticipation: in the foyer, the finalist products stood proudly on display, while on stage, the new generation of the beauty industry awaited their moment. The atmosphere was one of understated elegance rather than flashy luxury – the kind of refinement that comes from genuine, natural beauty.
Throughout the evening, awards were presented across various categories: from Innovation to Excellence, from Voice of the Year – recognising individuals who have made an outstanding contribution to the green beauty movement – to Natural Ingredient of the Year.
The 700-strong audience included brand founders, lab experts, product developers, distributors, and international journalists – all gathered to celebrate authentic, transparent, and ethical beauty.
Hungarian Success Story
The ENBA recognises excellence in five main areas.
- Excellence Awards celebrate top-performing products that combine efficacy, sensory pleasure, and formula precision.
- Innovation Awards honour pioneering achievements in sustainability, packaging, formulation, or emerging brands.
- Media Awards go to brands excelling in communication, storytelling, and community-building.
- Industry Awards acknowledge distributors, retailers, and e-commerce partners who promote natural beauty.
It was a joy and a source of pride to see Hungarian success on stage this year: OP.RehabSkinCare, a brand from Pécs, received the European Natural Excellence Award. Working closely with pharmacists and medical researchers, the brand develops highly effective natural products that promote wound and scar healing and care for inflamed skin.
Winning an ENBA Award means much more than recognition – it’s an official quality certification that guarantees authenticity and naturalness. It also enhances visibility among European consumers and media, and earns a place in the Natural Beauty Directory, a trusted reference for professionals and conscious consumers alike.
The New Luxury of Natural Beauty
The ENBA’s mission is to celebrate brands and products that are not only effective but also ethical and responsible. Its key message: natural does not mean compromise.
Today, luxury is no longer about excessive packaging or inflated prices – it lies in conscious quality, ethically sourced ingredients, and honest brand communication.
Natural beauty is redefining luxury: returning to its roots while pointing toward the future. Here, innovation isn’t an artificial lab miracle but intelligent, clean science harnessing the power of nature.
I returned home from the awards not only full of inspiration but also with the conviction that natural beauty is not a passing trend – it’s a paradigm shift. The ENBA reminds us that the beauty industry – and all of us – bear responsibility for what we put on our skin, what we support with our money, and what values we promote to the world.
Behind every green promise, there must be real facts. And when a brand truly takes this to heart, it’s no longer just about beauty care – it becomes a mission.
–Mónika Kassai