Wanted: glowing skin, no crow’s feet in sight and fabulous hair later in life. It may sound like a tall order, but that’s exactly what many natural skincare companies are offering shoppers with some new launches and old favorites.

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As we move into a more health- and environmentally-conscious age, it is a wonder why feminine hygiene products have not been a bigger part of the conversation.

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beautywithin

Take a capsule or mix in a powder and you’ll get stronger nails. Or healthier-looking hair. Or more radiant skin. That’s the simple concept behind nutricosmetics and it is grounded in an even simpler fact: changes on the inside, especially nutritional changes, can and will lead to changes on the outside.

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Over two million Americans are diagnosed annually with skin cancer, according to the Skin Cancer Foundation. People believe that slathering on sunscreen will protect their skin from harmful rays, but in reality, two-thirds of conventional sunscreens are not strong enough to shield against all of them.

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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.

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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.

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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.

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Tell hair-conscious shoppers to try the “feel good” test. Ask them to run their fingers through their hair. Does their scalp feel hydrated and their hair soft and smooth? Do they love looking at their shining hair in the mirror? If shoppers aren’t quite there yet, perhaps they haven’t used what their hair really needs to be healthy: a blend of natural essential oils, proteins and vitamins.

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When it comes to making healthy lifestyle choices, shoppers may think they’re covering all their bases with a well-balanced diet and a great workout routine. But what about oral care? Conventional toothpaste may be doing more harm to their enamel than they realize. Natural oral care—from natural toothpastes and rinses to eco-friendly toothbrushes—is an important segment for shoppers to bite into.

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Television personality and surgeon Mehmet Oz, M.D., made an example of one of his guests on a February 2012 episode of The Dr. Oz Show. That day, the audience was asked to guess the age of a particular woman in the crowd.

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