Dr Mark Smith - Director General, NATRUE Communicating Purpose with John Higginson

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Dr Mark Smith, Director General at NATRUE and Co-Chair of the Sustainable Beauty Coalition.
NATRUE is a pioneering non-profit that has been instrumental in advocating for natural and organics cosmetics, having shaped the sector with it's internationally recognised label.  

Mark is at the forefront of NATRUE's political, and scientific affairs, from regulatory research at EU-level to promoting sustainable consumption of raw materials. 

In his role at the British Beauty Council, Mark drives systemic change across the cosmetics industry, spearheading change on topics including greenwashing, plastic waste, and EPR. 

In this episode, we discussed:

🌍 The biggest greenwashing claims presented by brands fronting as 'organic' 

🏷️The 'label fatigue' problem causing distrust in the cosmetics sector

🚫NATRUE's fight for regulation on unsubstantiated environmental claims 

🌱How NATRUE is facilitating the protection of natural and organic raw materials

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy