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Organic Monitor’s Research Findings Show Minneapolis Based Beauty Company Leading the Organic Beauty Market

August 18th, 2011

Minneapolis, MN (August 18, 2011) – Intelligent Nutrients, a certified organic health and beauty brand created by renowned environmentalist and Aveda founder, Horst Rechelbacher, recently received high marks in a brand assessment by Organic Monitor, for the brand’s high naturalness in their products. Organic Monitor, a specialist research, consulting & training company that focuses on the global organic & related product industries, recently found through its research of natural & organic cosmetic brands, that many cosmetic brands do not meet their natural claims. In the first study of its kind, Organic Monitor assessed over 50 international brands of natural cosmetic products and ranked them in terms of their naturalness.
“Intelligent Nutrients scored the highest rating (9.5 out of a maximum 10) in a ranking of natural & organic cosmetic brands in North America by Organic Monitor,” said Judi Beerling, Technical Research Manager at Organic Monitor. “The brand was close to maximum rating because its products use a high level of certified organic (mostly food grade) ingredients, and most are certified by recognized agencies.”

The Brand Assessment study involved a chartered chemist examining the ingredient composition of cosmetic products and classifying formulations according to their ‘level of naturalness’. Certified organic cosmetics received the highest rating (9-10), pure natural cosmetics got 5-7 ratings, naturally inspired cosmetics got 2 rating, whilst conventional cosmetics got 1 rating. A major finding is that the formulations of most natural brands are not meeting their marketing claims. Many companies claiming to have ‘chemically-clean’ cosmetics actually are falling foul of having contentious synthetic ingredients. The research highlights the importance of certification in creating a ‘level playing field’ for formulators. Natural & organic standards have tight guidelines on permitted and prohibited ingredients and encourage green formulations.

“This recognition from Organic Monitor is tremendous,” said Horst Rechelbacher, Intelligent Nutrients Founder. “Not only does it reinfornce the need for transparency in the organic beauty industry but it also affirms what we are trying to do as a brand, which is educate the consumer that everything we put in and on our bodies must be nutritious and safe.”