The new naturals

I finally got a chance to read through the Spring '08 TIME Style & Design supplement this morning on my commute into work and, like I am with many articles in the mainstream media, was disappointed that the articles (namely the beauty ones) were of "hot trends" that started a couple years ago. The two pieces, one on the pros and cons of organic products and a shorter one on the benefits açaí berries (not on the Web), were trends that I wrote about two years ago. I have gone to the Natural Products Expo East for the past four years, so maybe I have an advantage, but why wasn't TIME there, too? Anyway, here are some summaries:

• A Closer Look At Labels by Alice Park

... If you've finally discovered the creamiest cleanser or the perfect shade of lip gloss, does it really matter that it isn't made with renewable, eco-friendly ingredients? Well, as it turns out, it does—to more and more consumers. ... Globally, sales of natural and organic cosmetics reached an estimated $7 billion last year. .... Some of that growth will be driven by brands already known for their reliance on botanicals and natural ingredients that are now turning to organics. Aveda's founder is developing a new line of head-to-toe organic products under the Intelligent Nutrients label, while Kiehl's will soon market its first product with a certified organic ingredient, argan oil, sourced from Morocco and coveted for its rich moisturizing effects. ... But there are currently no mandated government standards defining organic when it comes to cosmetics. ... [Also], the National Organic Program is a marketing program, not a safety rating, so earning the USDA's organic seal does not necessarily mean a potion won't cause an allergic reaction or a flare-up of dermatitis. ... The USDA label, however, requires that only 95% of the ingredients in an organic product be organically grown. ... Components such as vitamin E as a stabilizer and citric acid to balance pH, neither of which can be found or produced in a completely organic form yet. Products with less than 95% of organic ingredients can still claim to be organic ... but they are no longer eligible for USDA certification. If products contain from 70% to 94.9% of organic elements ... their labels can claim that they are made with organic materials. ... If you are choosing organic products because you believe that [they] are better for your skin and body, you may want to consider this: "Any benefits are sure to be incremental at best." ... In fact, many natural and organic ingredients come in oil form, and there are people who cannot tolerate these oils regardless of how "pure" they are. ... Because they are made with natural ingredients and essential oils as preservatives, organic cosmetics generally have half the shelf life ...

• Amazonian Wonder by Betsy Kroll

Açaí berries, packed full of antioxidants, may be the secret to perfect skin. ... Antioxidants, commonly found in fruits and vegetables, are the body's defense against free radicals–reactive chemicals that are needed to destroy viruses and bacteria but can be harmful to healthy cells. Fast-acting radicals are the hardest to scavenge, and ... in tests, açaí proved better at it that nearly any other fruit. "The palm tree that has the açaí berries is the canopy [in the Amazon forests]. It's berries are strongly exposed to ultraviolet radiation and have had to develop chemical strategies to deal with it." Which makes them an invaluable resource for skin health. ... Fresh's Sugar Açaí Age-Delay Body Cream, along with Borba's Age Defying Skincare line, is among the first beauty products to harness the berry's benefits ...