In recent years, Korean skincare and beauty products (originating in South Korea) have got a huge amount of popularity among the youth.

K Beauty is popular because it gives the skin a glassy appearance. K Beauty products brighten the skin and give it a glowy appearance.

K Beauty has not only taken over a single country’s skincare industry; it has also taken over the entire global skincare sector.

A survey was carried out to determine which countries use Korean beauty products the most.

The survey’s findings revealed that Indians were at the top of the list. As a result, Korean cosmetics are the most popular in India. On this list, India is followed by the United Arab Emirates and the United States.

South Korea became the third largest cosmetic exporter in 2020 (followed by France and the US) due to the international demand of Korean beauty products.

When a product’s popularity grows, many new companies enter the market to compete with the existing ones.

Similarly, several brands have developed in the field of K beauty. Only a few of them, though, have been successful.

Enature is a Korean beauty brand known for its eco-friendly and simple packaging. “It’s Hanbul” is Enature’s parent company.

Although Enature sells different Korean skincare products, is it a cruelty-free brand? Are their products vegan-friendly? Is Enature eco-friendly? Is this brand ethical?

We have answered all of the queries you might have about the ethics and policies of Enature in this article. So keep reading to find out!

About Enature

Enature is a South Korean skincare brand. Enature means “Everyone’s nature”. The tagline of the company is;

Everyone’s beauty, Everyone’s nature, Enature

“Everyone’s nature” means that the company makes its products while keeping every skin type and nature in mind.

It’s Hanbul, a cosmetics company, is the parent company of Enature. It’s Hanbul has been around for about 30 years. Flamel, Its Skin, Enature, ICS, and Atopalm are some of its brands.

The packaging of the products of Enature is minimalist and eco-friendly. Their packaging is biodegradable. Also, the company claims that its sheet masks are also biodegradable.

Enature offers a variety of products. Their best-selling product is “Squeeze Green Watery Gel Cream”.

Other products of Enature includes watery toner, hydro cream, sheet masks, sleeping pack, cleansing mask, etc.

Is Enature cruelty-free?

A brand is cruelty-free if it does not test its manufactured products on animals. The products of a cruelty-free brand are not sold in countries where animal testing is required by law.

It also does not ask or allow other companies to test their products on animals on their behalf.

According to PETA, more than 100 million animals (including mice, rabbits, rats, etc) are killed in US laboratories for research purposes.

While 2.88 million in the UK, and 5.07 million animals in Canada are used in experiments.

As awareness is increasing, many people usually check the cruelty-free logo on a product before buying it.

In 2021, a survey of US and UK Gen Z was conducted, in which they were asked, ‘would they buy from a brand that is not certified as a cruelty-free brand?’

50 per cent of the respondents said that they would not buy from brands that are not certified as cruelty-free brands.

To find whether a brand is cruelty-free or not, it must fulfill certain criteria.

The criteria for a brand to be cruelty-free is;

–        The brand should not test its products on animals.

–        No product should be sold in a country where animal testing is required by law.

–        The brand should have a cruelty-free certificate from any respectable organization.

–        Brands should not ask or allow other companies to conduct animal testing on their products.

Enature claims that they are a cruelty-free brand. The parent company of Wnature sells in China as well where animal testing is required by law.

This factory manufactures the products only for the Chinese market.

However, Enature claims that they don’t sell their products in China. Other brands of Enature’s product line sell in China where animal testing is required by law.

To conclude, Enature is a cruelty-free brand.

Is Enature vegan-friendly?

A vegan brand is one that does not have any sort of animal ingredients in it. Animal ingredients used in cosmetics are collagen, beeswax, keratin, gelatin, etc.

Almost all of the products of Enature contain vegan ingredients i.e. no animal ingredients are used in them except for the Cicaherb multibalm that contains beeswax.

So, Enature is a vegan brand.

Is Enature ethical?

A brand that follows all the ethics and morals is an ethical brand.

Enature is an ethical brand as it is vegan-friendly and cruelty-free.

Is Enature environmentally friendly?

In the past, many brands have used plastic for packing their products, which goes into waste and has affected marine life and caused land pollution.

Statistics show that China generated the most plastic waste in 2019 (25.4 million metric tons). China is followed by the US and Australia which generated 17.2 and 1.5 million metric tons of plastic waste.

Due to the extreme harm of plastic to the environment, many brands are focusing on having eco-friendly packaging.

Enature is an eco-friendly brand as they have eco-friendly packaging, which is biodegradable. Their sheet masks are also biodegradable.


To sum it up, Enature is a Korean skincare brand owned by It’s Hanbul.

Enature is an eco-friendly, cruelty-free, and vegan-friendly brand.

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