There is a new breed of cosmetic companies sweeping the market and challenging the traditional model of what we have previously seen. The companies uphold and encourage environmental awareness and wellbeing, values that are making a resurgence in our global community. Gone are the days of high-pressure glitz and glamour, a desire to â€cover up’ our faces, and hide our natural beauty. The hyper-coloured era of the early eighties and nineties is fading, to be replaced by the new millennium and a more accepting and natural perception of beauty. There is a consumer-led push towards natural products and a desire from women to embrace who they really are. Finally, there are companies internationally and in Australia that have responded to the calls for the beauty industry to be in touch with the reality of women. We want to enhance out beauty, shine from the inside and embody healthy living. This has previously not been reflected in the cosmetics industry, which encouraged us to seek impossible perfection, change how we look and use products to hide our flaws. This is a time of new options and new horizons. We have new choices. We can be discerning, and change old ways of looking after ourselves. Previous misconceptions about natural products are disappearing also, as the natural beauty industry has developed its products over time and with much research. There are now natural-based products that match the chemical based counterparts, and ones that even outperform their rivals. Natural makeup has been refined and sophisticated over time, to offer women a sustainable and safe solution to the issue of cosmetics. Even women who have in the past refused to wear makeup, are now able to purchase products with a clear conscience, and do small things to enhance their beauty routine and features. They can wear almond-oil based mascaras, chemical free foundations and eye shadows that don’t interfere with eye function over time. This is a welcomed new decade in the industry, for girls and women alike. Natural cosmetics honour women’s health, also the health of the environment. Products that have more natural ingredients are often not tested on animals, have organic ingredients and aim to encourage a return to nature. That is part of the message that we are hearing here, a return to our roots, to our natural beauty, and to the earth. With a rise in holistic healthcare, this reduction in toxic chemicals on the skin has an effect on the entire body and overall health. There are makeup products available now that offer the same traditional effects of enhancing features of the face, while having the added effect of nurturing the skin. Makeup is no longer seen as separate, but is a part of the overall care of our body. We can use mascara that nourishes lashes naturally, and lip balms that contain natural oils instead of highly toxic dyes, perfumes and shimmer particles that are ultimately ingested into the stomach. Women are embracing this shift in the beauty industry, and even celebrities are getting onboard to endorse their new favourite natural cosmetics. Magazines are endorsing natural makeup products also, with reviews of mineral makeup, giveaways and interviews with the founders of some of Australia’s premier natural cosmetic companies. This is an exciting time for women to reclaim their health, and say no to the old adage: â€beauty is painâ€. These days, beauty can even be good for us.
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