By and  on October 26, 2007

Physicians Formula is going natural with the launch of Organic Wear, the first certified organic makeup line to be sold in the mass market.

According to Physicians Formula chief executive officer Ingrid Jackel, research from sources such as Datamonitor and the Organic Trade Association showed that last year's U.S. organic sales hit $24 billion, growing a healthy 20 percent from 2005. Jackel noted that organic personal care is now an $8 billion industry, with expectations of surpassing $12 billion by 2011. She added that personal care has seen a 15 to 20 percent growth rate each year for five years and is expected to become a major force in the U.S. beauty industry by 2012.

"We found that more than half of women in the U.S. are seeking natural personal care products, and 44 percent are specifically looking for organic ingredients so we wanted to create something based on certified organic ingredients to fulfill the needs of this new demographic," said Jackel.

Launching in January in major food, drug and mass retailers, Physicians Formula will introduce 42 color cosmetic items, including a tinted moisturizer, liquid bronzer, pressed powder, loose powder and matte finishing, along with bronzing veil, bronzer and a blush, which contain the Ecocert organic certification. In order to get Ecocert certification, Jackel said 95 percent of the ingredients had to be of natural origins and at least 90 percent of the total formula needed to contain certified organic ingredients and be produced by organic farming. Priced at only a dollar more than the normal price point for Physicians Formula, the assortment retails from $10.95 for the tinted moisturizer to $13.95 for the bronzer.

"Getting into organic makeup made sense to us because we're a problem-solution-driven brand and not color-driven. We're about bringing new innovation to the food, drug and mass chains," said Jackel. "Our mission was to make this available to a broad range of consumers between the ages of 18 and 54, who are shopping across all categories in personal care."

Each product contains the EcoBlend proprietary complex, designed to condition, fortify and protect skin from environmental impurities. EcoBlend complex features trademarked formulas OrganiSoy and Eco-Olive, certified organic soy and olive designed to help nourish and protect skin. The organic soy helps to even out skin tone and texture to restore smoothness, while Eco-Olive acts as an antioxidant to help protect skin from environmental aggressors. The formula also contains a variety of ingredients such as cornstarch, organic corn, jojoba seed oil, rice silk and orange extracts, which vary depending on the product.

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