Whole Foods to highlight natural makeup in October

Looking to help its beauty shoppers better understand the benefits of natural cosmetics, Whole Foods Market is highlighting natural makeup during October.

As part of the effort, Whole Foods Market will carry an exclusive “fresh face starter kit” by Mineral Fusion for $20 during October (a $120 value), with a portion of the proceeds going to Pink United, a nonprofit organization that supports the fight against breast cancer.

Select stores will also have Mineral Fusion makeup artists on hand for natural makeovers. Several resources are available online, such as a mineral makeup video podcast at wholefoods.com/socialmedia/wholebody and Whole Foods Market’s “Glossary of Cosmetic Ingredient Functions.”

“There are many reasons shoppers should consider natural cosmetics,” stated Jody Villecco, national quality standards coordinator for Whole Foods. “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.”