• Natural Personal Care
was that of NSF/ANSI 305, according to Emma Froelich-Shea, senior vice president, marketing and R&D with Hain Celestial Personal Care, par- ent company of Avalon Organics. “Our transition to the NSF/ANSI 305 stan- dard was three long years in the making. We’re incredibly proud of the reformulation work, not just because it was a challenging goal that we successfully achieved, but rather because we think it’s a true testament to the Consciousness in Cosmetics pledge,” she said about the brand’s tagline. “Not only did we reformulate to become compliant…we also improved the efficacy of our key facial skin care franchises,” Froelich- Shea added. For example, Avalon’s Vitamin C Renewal, which targets the effects of photoaging, now contains two forms of vitamin C and green and white tea extracts to help diminish the signs of sun damage. Lavender Luminosity has laven- der essential oil as well as kombucha and grape seed polyphenols, and CoQ10 Repair received an“efficacy boost” with the addition of marine algae and vitamin E. Even one of Avalon’s top sellers—its Lavender Shampoo—was reworked. “When we started development work on it, we were worried that we might have to sacrifice effi- cacy to become NSF/ANSI 305 compliant. Why should consumers have to settle for a formula that dries out hair or doesn’t lather properly just be- cause it’s compliant with the standard?’”Froelich- Shea said. “We took our time, we experimented, we washed our hair a lot. Ultimately, we created a formula that satisfied all of us internally.” To make sure consumers would like it too, Avalon put the new SKU into a quantitative test in which Avalon Organics users tested the blinded formula and compared it to the original formula. “When the results came back and we heard that current users of Avalon Organics shampoo actually liked the new formulations even better, we knew we were on to something big,” she said.
“Having a non-compete for so many years, I re-
alized that I would have done things in a different
way if I had owned the company,”he told HAPPI.“I
am not just a business man, I am an environmen-
tal activist. But I only realized how much I really
was when I didn’t own a company anymore.”
“It wasn’t getting involved from the ground
up,” he said.
So this time, Rechelbacher started out at the
ground level, literally. He became an organic
farmer, started private tutoring at the Univer-
sity of Minnesota and began looking at what it
takes to “grow a healthy plant, to make a
Today, his dedication has helped the company
create a range of wellness and personal care, in-
cluding an anti-aging skin product called Plant
Stem Cell Renewal Complex. Offered in All Over
Treatment ($130) or Targeted Treatment ($55) for-
mats, the topical complex features ingredients
from a proprietary biotech process that allows for
the selection and reproduction of antioxidant-rich
plant stem cells cultivated in the purest lab, with-
out the use of soil. This process provides access to
rare, highly active plant stem cells with antioxi-
dant concentrations at least 1,000 times that of
plants in nature, according to the company.
The proprietary blend of antioxidant-rich plant
stem cells from edelweiss, coneflower and pennywort are formulated at the highest potency for
maximum efficacy, making it a powerful agent to
fight the visible signs of aging—reduce fine lines
and wrinkles, diffuse age spots, even skin tone,
and reduce redness and other skin discolorations.
In addition, the plant stem cells are free of genetic
modifications, environmental contaminates,
heavy metals, pesticide and toxins.
Last quarter, Rechelbacher’s Intelligent Nutrients rolled out Lip Delivery Antioxidant Gloss
($24), a USDA certified organic, gluten-free lipgloss that combines“powerful colorful antioxidant chemistry and nutritious food ingredients
with a high Oxygen Radical Absorbance Capacity (ORAC) value. The formulations feature the brand’s Antioxidant Intellimune Seed Oil Complex, which battles oxidative stress
and aids in fighting pre-mature aging, while delivering“delicious”
moisture and shine with a certified organic aroma and flavor blend
EmerginC’s new Scientific
Second Time’s a Charm
Organics Eyelight Serum rolls
out this month.
Another big name in natural personal care—Horst
Rechelbacher—is back on the scene, this time with Intelligent Nutrients. The line is his second natural personal care brand, he
founded Aveda in 1978 and sold it to Estée Lauder for $300 million