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Beautorium Helps Lead the Way for Safe Cosmetics


New York, NY, October 30, 2008 --(PR.com)-- Natural and organic beauty care is growing 20% each year as consumers continue to try to avoid harmful chemicals, as well as health and environmental concerns associated with conventional beauty products. In a new documentary about safe cosmetics, specialist e-tailer Beautorium helps confused consumers navigate the beauty landscape by taking the guesswork out of going green.

According to a recent survey, 79% of American women think that cosmetic and skincare products are regulated by the FDA. In reality, no US organization is proactively looking after the long-term safety effects of cosmetic ingredients or monitoring what manufacturers are putting in their products. Unfortunately, the same is true for natural and organic beauty products. The new Eco Planet short film, which will air on national news channels and the top 400 public television stations starting this December, explores how Beautorium has searched the globe for a hand-picked selection of natural and organic brands that meet the highest standards of personal care, while combining effective ingredients with premium, yet environmentally-friendly packaging.

“Almost any one can put the words natural and organic on a label, even if the product contains mostly synthetic and chemical ingredients,” says Beautorium co-founder and European beauty executive Ann Francke. “At Beautorium, we have a strict selection process that ensures we offer the natural and organic ingredients you want while providing the efficacy of products you need.”

This documentary is in addition to Beautorium’s support of the Campaign for Safe Cosmetics, a coalition of women whose goal is to protect the health of consumers by requiring that the health and beauty industry phase out the use of harmful chemicals and replace them with safer alternatives. All of the brands found at Beautorium are certified natural and organic and have signed the Compact for Safe Cosmetics or exceed their requirements, meaning these brands have pledged to make safer products and provide greater transparency to consumers. For a list of certifying organization please visit http://www.beautorium.com/information/goodtoknow_chart.html. In addition, Ann Francke is also constantly keeping consumers informed about “green” industry issues in the Beautorium Blog found at http://beautorium.wordpress.com.

Check out the Safe Cosmetics Documentary by clicking the link below. For more information about natural and organic beauty brands available in the US visit www.Beautorium.com. To learn more about the Campaign for Safe Cosmetics visit www.safecosmetics.org.

http://www.youtube.com/watch?v=aCn-VyVSgLs

For more information please contact Andra Mielnicki or Alexis Tedesco at Behrman Communications, amielnicki@behrmanpr.com / atedesco@behrmanpr.com or (212) 986-7000.

About Beautorium
An online marketplace for the planet’s premier collection of natural and organic beauty care, the beauty of Beautorium is its natural simplicity. It takes the guesswork out of hunting for the truly natural, truly organic, good-for-your-skin beauty ware so all that’s left is the gathering. The beauty marketplace at large is saturated with “organic” products and it’s hard to know what’s real and if it works. Having done the homework, Beautorium has hand-picked and carefully screened each and every brand it offers to ensure consumers get the most out of a positively organic experience.

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Contact Information
Behrman Communications
Alexis Tedesco
212-986-7000
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