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Defining the Future: Part One in Our Ongoing Web Series

Posted: March 5, 2008

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Kayla Fioravanti, R.A., Chief Formulator, Registered Aromatherapist and Founder, von Natur, We classify our products as naturally derived. The majority of the ingredients used in our products can be plucked right out of nature. A very small handful of ingredients are naturally derived in that one or more things occurring in nature are processed in a lab to create a new ingredient. Any natural company uses a handful of these ingredients, unless they only sell massage oils and bath salts. All formulations of shower gel, shampoo (even castile) and lotions fall into the naturally derived category. Currently, our labels give the organic content of each product. We are waiting for our documents from QAI [Quality Assurance international], Oregon Tilth and Ecocert as we speak. We have adhered to and followed all organic processes for many years.

Nick Koutsianas, Founder, APIVITA S.A., Natural and organic products are now the fastest growing category of cosmetics industry [at an] annual rate of development of 17%, with main areas of distribution in North America (65%) and Europe (28%). I think it’s important to mention that the trend of buying organic or natural cosmetics in U.S., [by] 2010, is expected to reach 11.8USD per capita. Apart from that, there is also a new concept in the market—the “without” trend. Consumers are buying products with the criteria of what they don’t contain in order to avoid ambiguous substances that might have undesirable side effects for their health in the long run. People are frightened with what chemicals can cause to their health, and to a great extent, they are right. The difference is that they are now better informed and require a higher standard of quality in their lives…. Our products are natural—in the sense that their effectiveness is based on natural, plant extracts and bee products. Our formulas contain the maximum quantity of plant ingredients we can get in a product, as we want to ensure that results are delivered to the consumer. There are no animal substances, and our products are not tested on animals. We also refrain from using parabens, silicones and propylene glycol. We include as many organic extracts in our products as possible, and we do use organically-grown plants. We already have certified organic products on offer (certified by ICEA AIAB), and we will offer more organic products in the future.