The famous French quote, “Il faut souffrir pour être belle” (“You must suffer to be beautiful”) shouldn’t apply to your makeup. While conventional products may make shoppers feel more attractive, they are wreaking havoc below the surface. If your customers experience eye, skin and lip irritation or other uncomfortable reactions from makeup, tell them to use what their skin, lip and eyes are crying out for: natural make-up.

This year makes it a (gluten-free) baker’s dozen as we honor our winners in the 13th annual Natural Choice Awards. Natural products in 18 categories were voted on by our readers, and we’ve come away with a truly impressive group of winners and runners up, including several multiple-time Natural Choice Award winners. There are some newcomers to the party as well.

Scalp Relief Shampoo and Conditioner from derma e help alleviate symptoms associated with scalp dandruff, eczema or psoriasis. The Therapeutic Psorzema Herbal Blend plus healthful vitamins and botanicals, targets a dandruff-prone, itchy, irritated scalp, improving the condition of the scalp and hair.

Babo Botanicals released two new baby lotions for moisturizing dry and sensitive skin. Moisturizing Baby Lotion is made with oatmilk, calendula oil and shea butter to soothe, moisturize, and soften skin, while Calming Baby lotion combines lavender, chamomile and rose to moisturize skin and help relax. Babo has recently added a new 4 fl. oz size for on the go.

elemental herbsElemental Herbs has introduced All Good Lips SPF 20, a zinc oxide-based lip balm that comes in coconut and unscented varieties. The higher SPF is intended to “shield lips from sun damage in even the most concerning conditions, such as water and snow,” says the company.

Welcome to the WholeFoods salon! I see you’ve already picked out a magazine. Now, just take a seat and relax. We’ve asked product formulators and brand ambassadors in the health and beauty aid (HABA) market to be here, too. They’re excited to tell you about what’s new and noteworthy in a heap of HABA categories.

Wrinkle CareSmooth the appearance of wrinkles and prevent new signs of environmental aging from forming with derma e Deep Wrinkle Peptide Moisturizer SPF 30. Key ingredients include the advanced peptides Argireline, Matrixyl synthe’6 and clear zinc oxide sunscreen to provide potent, safe and chemical free mineral sunscreen protection.

Deodorant CreamsHonestly pHresh offers its line of deodorant creams to combat odor and wetness. There are currently five options available: Lavender & Ylang Ylang , Chamomile & Sage, Rosewood & Bergamot, Geranium & Patchouli and Unscented. All five are organic, vegan and cruelty free, with no aluminum, parabens, glycol or gluten.

DeodorantPrimal Pit Paste is an all-natural deodorant that is handcrafted with ingredients such as organic coconut oil, organic raw shea butter, non-aluminum baking soda and organic arrowroot powder. A pea-sized amount on each armpit applied like a lotion helps eliminate sweating and body odor. Varieties include Lavender, Lemonade, Orange Creamsicle and Unscented.