Skin Care and Makeup Go Green ... And People Are Paying Attention

Using natural ingredients to soothe, treat and heal skin is nothing new, but in modern times, science has often trumped a more organic approach to beauty.

Women clamor for the latest in wrinkle reducers and anti-aging formulas that come in space-age packaging. Smaller cosmetics companies that focus on plant-based ingredients have found it hard to compete with larger name brands.

Recently, though, makeup has gone green. According to market researcher NPD Group, interest in natural or organic beauty items reaches across every demographic group, even if sales lag behind.

Megan Sherrill, a cosmetologist at shine(salon), formerly Red Jasper Spa, on Second Avenue Southeast in Decatur, isn't surprised by the shift.

"(Natural makeup) is becoming more readily available and it's more talked about," she said. "It's been around but it hasn't been mainstream. Now, though, it's starting to be perfected."

"Women love makeup, so everyone's always looking for the next best thing," said Sherrill, 25. "Even women who don't have problem skin wear makeup."

As in other areas, consumer vigilance is required, whether shopping in a discount store, department store, health store or salon. Some companies are now claiming to be organic and natural in order to market toward the new green trend.