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AUSTIN, Texas -- Whole Foods Market here said it will focus on natural makeup during the month of October to help educate consumers about the benefits of cosmetics with natural ingredients, minerals, and vitamins.
"There are many reasons shoppers should consider natural cosmetics," said Jody Villecco, national quality standards coordinator for Whole Foods, "You care about what you put in your body, so it's logical to be concerned about what goes on your body. Natural cosmetics are made with the highest quality natural ingredients and, unlike conventional makeup, get their color primarily from plants and minerals which can be less irritating."
According to market research firm NPD Group, the recent popularity of mineral makeup illustrates that natural ingredients are resonating with consumers and have broad appeal.
Whole Foods operates more than 270 stores in the United States, Canada, and the
United Kingdom under the banners of Whole Foods Market, Fresh & Wild, Wild Oats, Capers Community Market, and Harry's Farmers Market.