Most of us are aware that bleached and processed foods are not good for health and yet that awareness is not consistent when it comes to skin care products.

Consumers of skin care and personal care products are unaware that some of the ingredients used in their product may be toxic. Often, driven by the high budget marketing campaigns, promising them the magical results, they tend to neglect grave safety issues posed by these products to their skin and overall health. This can be attributed to the fact that the cosmetic industry in USA is mostly unregulated with manufacturers scrambling to find and use any ingredient that may show fast temporary result without assessing their long term implication on consumer health. Most of these ingredients are processed and bleached petrochemicals and synthetic compounds. Even products claiming to be natural skin care product, typically uses only naturally derived extracts which are then chemically processed to make their product appear white and silky. Bottom line is - If the product is white, it ain't truly natural.

"Whole ingredients make wholesome products" is a consumer awareness campaign that urges them to know the ingredients used in their products. It is advisable to read and understand ingredient label and choose products that are made with full spectrum (whole) botanical ingredients that are not bleached or chemically processed. Millions of years of evolution has created a natural balance in plants. When you tear apart a naturally occurring active compound, you are necessarily stripping off its inherent balance and natural synergy. Isolated, it may give you a certain desired benefit, but the price for it is substantial and not delimited to individual user but the environment at large.  In addition, synthetically producing these compounds alters their bio-availability.

Such practices are already wide spread in pharma industry. With skin care industry so closely bound to human health, public awareness on products they put on their body is a necessary condition from the ethical standpoint of this trillion dollar industry.

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