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Whole Foods Market(R) Helps Shoppers Understand the Benefits of Natural Cosmetics

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AUSTIN, Texas, Sept. 27 /PRNewswire/ -- As part of its "Be Good to Your Whole Body" campaign in its Whole Body departments, Whole Foods Market, the world's leading natural and organic foods supermarket, 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," says Jody Villecco, national quality standards coordinator for Whole Foods Market, "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."

There are more choices than ever for natural makeup and mineral makeup is leading the category. According to The NPD Group, a market research firm, the recent popularity of mineral makeup illustrates that natural ingredients are resonating with consumers and have broad appeal. They note that "green" beauty is reflecting changing world beliefs and natural ingredients are becoming part of a lifestyle (1).

For shoppers wanting to try mineral makeup, Whole Foods Market stores will carry an exclusive "fresh face starter kit" by Mineral Fusion for $20 during the month of October (a $120.00 value), with a portion of the proceeds going to Pink United, a nonprofit organization that supports the fight against breast cancer. The kit includes pressed base in two different shades, duo bronzer with a sheen glow and matte finish; Kabuki brush and hydration mist.

Whole Body experts offer shoppers a few tips for choosing natural makeup:
-- Trust your source - buy from a retailer that only sells beauty
products that are never tested on animals and are made without harsh
chemicals.
-- Look beyond "natural" or "organic" on the front of the packaging and
make sure to read the back label for the most accurate information
about ingredients.
-- Follow the instructions. Remember the saying, "a
little goes a long way." Some natural cosmetics require slightly
different application techniques.

Select stores will have Mineral Fusion makeup artists on hand for natural makeovers. Several resources are also available online, such as a mineral makeup video podcast http://wholefoods.com/socialmedia/wholebody and Whole Foods Market's "Glossary of Cosmetic Ingredient Functions." Check local store listings for events and more information.

About Whole Body at Whole Foods Market

The quality of body care products and wellness supplements is as important as the quality of food at Whole Foods Market. The Whole Body department offers a wide selection of personal care items in addition to nutritional supplements and vitamins -- all made of the highest ingredients and free of unnecessary, harsh chemicals and ingredients such as fillers. Whole Foods Market's quality standards for body care products include carefully evaluating each and every product sold; featuring products that are free from artificial preservatives, colors and sweeteners; providing body care products that are proven to be safe without the use of animal testing and providing food and nutritional products that support health and well-being.

About Whole Foods Market(R)

Founded in 1980 in Austin, Texas, Whole Foods Market (http://www.wholefoodsmarket.com/) is the world's leading natural and organic foods supermarket and America's first national certified organic grocer. In fiscal year 2006, the company had sales of $5.6 billion and currently has more than 270 stores in the United States, Canada, and the United Kingdom. The Whole Foods Market motto, "Whole Foods, Whole People, Whole Planet"(TM) captures the company's mission to find success in customer satisfaction and wellness, employee excellence and happiness, enhanced shareholder value, community support and environmental improvement. Whole Foods Market, Fresh & Wild(TM), and Harry's Farmers Market(R) are trademarks owned by Whole Foods Market IP, LP. Wild Oats(R) and Capers Community Market(TM) are trademarks owned by Wild Marks, Inc. Whole Foods Market employs more than 50,000 Team Members and has been ranked for ten consecutive years as one of the "100 Best Companies to Work For" in America by FORTUNE magazine.