EVALUATION PROCESS

INGREDIENTS REVIEW

As a first step, our team carefully examines the product’s ingredient list (INCI) and its’ composition to ensure authentic naturality and conformity with the highest European natural cosmetics standards.

 Only authentic natural cosmetics make the cut. No shortcuts, no greenwashing.

 

    • To be eligible, cosmetic products must contain at least 99% natural-origin ingredients and follow European natural certifications standards’ guidelines (Note: We don’t require the products to be certified)

    • For supplements, the ingredients need to be 100% organic or wild.

    • When it comes to beauty tools, they must provide a more sustainable option for the market.

    • Synthetic ingredients are heavily restricted, with only a small approved list (following the guidelines of the leading certifications, BioVidaSana, Cosmos, and Natrue).

    • As an example, the following (commonly proposed, but not limited to) ingredients are not eligible for submission: PEGs, Urea, Phenoxyethanol, Carbomer, Retinyl Palmitate, Sodium Cocoyl Isethionate, synthetic vitamins (including Retinol and Niacinamide), and synthetic perfumes (even at 0,01%).

    • Animal testing is strictly prohibited (as per European Union regulations).

    • Certain animal-derived ingredients, like lanolin or beeswax, are allowed, provided they are collected responsibly. However, animal-origin ingredients such as carmine or squalene, which involve the animal’s death, aren’t compatible with our values and therefore, not allowed within participating products.

JURY & PRODUCT EVALUATION

Being natural isn’t enough. To stand out, a product must also deliver results, have active ingredients and offer a great sensory experience. 

Over a 12-week period, the jury tests the products under real-life conditions. 

To ensure an accurate evaluation,  our jury is composed of 100 members from 35+ countries.

The ENBA jury includes cosmetics experts, European certifications, cosmetics retailers, and sustainability specialists.

In addition, a panel of 50 stars and public figures, from cinema, music, and sports among others, represent exigent consumers in the jury.

FINAL SEAL

The products that receive the highest evaluations are awarded by the Excellence Awards and they enter the Natural Beauty Directory