The new website LoveTrueNatural promises to provide consumers a place to come for truly natural makeup, skincare and more that meet the most stringent natural and organic standards. The site features top-tier organic brands like Lavera, iLike, Pai, Benecos, Weleda and True Natural Cosmetics.
Products featured are free of ingredients like parabens, phthalates, PEG, Sodium Lauryl Sulfate, EDTA, even chemical sunscreen actives. Instead, all products will meet the standards of certifying bodies such as the Natural Products Association, NaTrue, BDIH, USDA. In addition, the site has its own strict requirements that products:

• do not contain synthetic preservatives, emulsifiers, fragrances, dyes
• are free from petroleum based ingredients
• are not tested on animals
• have been verified and tested personally by the loveTrueNatural team and obtained their “Love It” stamp of approval