The EU's "Empowering Consumers for the Green Transition" directive comes into force on 27 September, banning generic environmental claims on cosmetic products unless brands produce scientific substantiation and independent third-party verification.

NATRUE, the International Natural and Organic Cosmetics Association, has publicly backed the rules as "an important step towards tackling greenwashing and strengthening consumer trust."

What claims does the directive prohibit?

The text bars generic descriptors such as "eco-friendly," "green" and "biodegradable" when they lack documented, non-misleading evidence. It also restricts sustainability labels to schemes built on transparent certification audited by independent bodies.

"Having long advocated for greater transparency and credibility in sustainability claims, NATRUE supports the restrictions on generic claims such as 'eco-friendly', 'green' and 'biodegradable' unless they are substantiated by scientific evidence and supported by a credible, independently verified certification scheme," a NATRUE spokeswoman said.

Brand and product names that imply an environmental benefit face the same evidentiary bar.

How does the directive treat carbon offsets?

The new rules reject the practice of declaring a product "carbon neutral" or environmentally positive solely because the manufacturer purchased carbon credits or funded external offsetting projects. The directive argues such claims conflate the product's value chain with measures taken outside it.

In parallel, brands cannot attribute an environmental benefit to a full cosmetic product or to the company as a whole when the benefit applies only to one ingredient, packaging layer or production stage.

What about forward-looking pledges?

Commitments such as "climate neutrality by 2030" survive only when paired with a clear implementation plan, measurable targets and regular independent verification. The requirement effectively converts voluntary ESG language into a compliance document.

What does this mean for formulators and brand owners?

For product development, marketing and regulatory teams, the 27 September trigger forces a review of:

• On-pack descriptors and hero claims
• Website sustainability pages
• Influencer and PR copy
• Third-party seals and the scope they certify

Claims that previously went unchallenged now need a paper trail: test data, life-cycle assessments, certification IDs and audit dates.

NATRUE president Prof. Dr. Florian Stintzing framed the rationale in consumer-protection terms: "Environmental considerations are increasingly influencing consumers' purchasing decisions. Greenwashing is particularly harmful because it can create confusion and make it difficult for consumers to distinguish genuine sustainability from marketing claims."

How should procurement and compliance teams respond?

NATRUE's standard, which certifies natural and organic cosmetics against a published criteria set, is positioned as a ready-made substantiation route for member brands. Companies running uncertified "natural" lines now face a three-way choice: invest in third-party audits, retire the language, or carry legal exposure.

Member-state enforcement begins from 27 September, with national authorities empowered to act against non-compliant marketing across online and offline channels. Watch the European Commission's first guidance notices and any Q&A on borderline descriptors, which will set the practical ceiling for cosmetic claim language through 2026.