Personal Care: Natural Instincts

Personal care products can be irritating—and downright unhealthy—when, according to the Environmental Working Group's "Skin Deep" report, only 11 percent of the ingredients used in them have been tested for safety. "We do so many things to our bodies that are unnecessary and unnatural," says Karim Orange, whose company The Organic Orange educates women about natural cosmetics. But purging your powder room of these ingredients shouldn't require a massive overhaul. "It's about making as many conscious decisions on a daily basis as you can," she advises.

Those decisions were made much easier with all the healthier product lines that debuted in 2006, free of some of the most offending chemicals such as allergenic and non-renewable petrolatum, possibly hormone disrupting phthalates and parabens and potentially carcinogenic formaldehyde-based preservatives (for more suspect ingredients, see our "Dirty Dozen Smart Shopper's Card" and "Preserving Your Health," GG #116). Part of this trend can be attributed to more companies angling for a piece of the multibillion dollar skin-care pie. In 2005, the vaguely defined natural and organic category alone reached sales of $4.3 billion, according to Packaged Facts, a division of MarketResearch.com. Based on statistics, literature reviews and personal interviews, the report found that interest is led by Baby Boomers and Gen- Xers "craving safer, non-chemical-based toothpastes, deodorants, anti-aging preps, shampoo, makeup, etc." Personal-care producer Hain Celestial noticed the same thing and last year launched Zia Brilliance, a new line of skin care aimed at Boomers. "The Baby Boomer generation is a growing segment of those consumers now shopping in natural food stores," says Laura Setzfand, director of marketing for Zia. "They are usually introduced to natural products as they seek to enhance their overall health by eating healthier, buying organic food and subsequently natural skin care."

Unfortunately, "natural" and "organic" doesn't always mean safer when it comes to personal care. Loose regulations on those descriptors mean that companies can use them on labels and still slip "Dirty Dozen" chemicals into your favorite moisturizer. This January, when you revamp your medicine cabinet, here are a few Green Guide-vetted finds from 2006 to get you started:

FOR SKIN

Boomer or not, GG editors liked all the products tested from the Zia Brilliance facial system: Moisture Infusing Cream Cleanser with anti-inflammatory marigold, black currant and lemongrass ($27.95), Radiantly Firming Concentrate ($42.95), Restorative Night Cream ($42.95) and Firming Serum ($44.95; www.zianatural.com, 800-334-7546). Three more favorites we found: the certified organic aloe vera-based Miessence Balancing facial moisturizer ($43.95; www.miessence.com); Dr. Hauschka Moisturizing Day Cream with carrot and Queen Anne's Lace (really!) ($32; www.drhauschka.com, 800-247-9907); and Origins' new, 100 percent organic collection of nourishing oils for face and body (from $28.50; www.origins.com, 800-674-4467). Nature Girl's "I'm A Girl" Rich Body Cream in orange blossom includes ingredients from small family-run organic farms ($38; www.nature-girl.com).