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April 24, 2009updated Feb 07, 2013

USDA Certified Organic Beauty Line Launched on Earth Day

By Pardhasaradhi Gonuguntla

On Earth Day, wholearth beauty and bath launched in select Anthropologie stores, the first line of USDA certified organic and eco-friendly beauty products in the country. Among the seven items is the 100% certified organic fragrance, made from only pure organic extracts and essential nutrients and oils.

The brainchild of Danny Seo, founder of Earth 2000 and self-described green living expert, the beauty line demonstrates the Seo’s lifestyle and vocation: sustainability and environmentalism do not have to be mutually exclusive of beautiful design and quality products.

“It can be confusing to determine what’s truly eco-friendly when it comes to bath and beauty products,” Seo said in a press release. “I want products that not only use the highest quality natural and organic ingredients, but package them beautifully in post-consumer recycled packaging. It should be green from the inside out.”

Seo worked for two years on the line, collaborating with boom! Creative Development, an Ohio-based company that networks entrepreneurs with top manufacturing laboratories and marketing firms that embrace sustainability and luxury. The result is a “certified organic” – meaning at least 95% of ingredients are certified organic and appear on the National List of Approved Material and the processing facilities met several standards – face scrub, body wash and lotion, body souffle, body scrub, linen mist and perfume.

Heavy on the citrus, particularly grapefruit and lemon, the Grateful Planet body wash and matching lotion are smooth, light and silky, leaving skin soft, but with a certainly different consistency than traditional products. Aloe and shea butter moisturize and heal the skin while sunflower seed and coconut oils help prevent moisture loss.

The No. 10 fragrance in the collection provides a youthful complement to the scents of the scrubs and lotions. Again packing a citrus punch, the perfume takes a Mediterranean turn with notes of Italian lemon blended with South American charm: Brazilian orange and pink grapefruit. Intermixed with Hawaiian Coconut and even scents of Concord grapes, the perfume will have you dreaming of the natural landscapes of tropical escapes – links to Mother Earth we are proud to preserve.

Products range from $25-$65. Visit wholearthbeauty.com.

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