Enhanced formulas, available now!

Sunday, October 21, 2012

To see a “New and Improved” sticker on our consumer products about every few weeks is annoying to me.   I always figured it was a marketing gimmick to get me to buy more products. 

With Absolutely Natural now 20 years old, you won’t see “New and Approved” on our bottles, but that is exactly what we have accomplished after working with the formulas with this in mind for the last five years.
And, new isn’t exactly the right word since we will never go away from our bases made from natural ingredients, cosmetic quality, nutrient rich and unique formulas.  Enhanced is the right word.
We have made many enhancements including a complete reformulation of our sunscreens complete with modern, efficient packaging for our sunscreens.

The run down:

Rosehip Aloe

Rosehip Aloe lotion remains in the same bottle but with a fresh, new label that better represents our brand across all lines of products.  In addition, we have upgraded the base oil from Walnut to Hi-Oleic Safflower Oil.  Among many other positive traits, Safflower Oil is extremely high in Vitamin E and therefore a super anti-oxidant and free radical scavenger.  Safflower Oil is also high in Omega 3 and Omega 6.
Other ingredient changes include using Organic Rose Hips Oil and adding Green Tea, a powerful anti-oxidant that has been proven to help rejuvenate skin already damaged by UV and other elemental damages.  This is an important enhancement. 

Pure Aloe Recovery Gel 

Pure Aloe with Tea Tree Oil is also in the same bottle with the fresh label.  And, it remains pure as there just wasn’t much to do with this product as it works so well with sunburn, skin rashes, jellyfish stings, shaving irritation and other skin problems.  We have been especially proud of our 15 year history with Emerson Hospital in Boston where they use Absolutely Natural Pure Aloe on their radiation patients.  One enhancement that will be impactful is the addition of Green Tea to the formula mix.  Green Tea is a powerful anti-oxidant and skin repair.

Platinum Tanning Oil & Professional Tanning Oil 

Our tanning oils are in the same bottles with our new look labels and the Pro Oil has no ingredient changes.   It remains a nut free formula, modestly priced for those who want that golden tan.

Platinum Oil has had some significant enhancements especially the base oil going from Walnut to Fractionated Coconut.   This highly refined oil has virtually no propensity to become rancid and helps with shelf life for the tanning product.  In addition, Fractionated Coconut Oil has close affinity to the body’s natural oils and is nutrient rich for healthy skin.  It is one of nature’s best moisturizers to keep your skin hydrated in the sun. 

In addition, we have upgraded to Organic Rose Hips Oil and Organic Sunflower Seed Oil.  We have also added Cherry Kernel Oil, Jojoba Oil, Carrot Seed Oil Extracts of Green & White Tea and Gingko Biloba, all carefully selected for their nutrient and therapeutic values.  We have done all of this and maintained the same retail price point we have had for 20 years. 


The biggest changes come in our completely reformulated sunscreens.  The FDA has finally adopted their monograph and unlike most sun care competitors, we welcome the regulations.  Of course, we have been in compliance for our entire existence but since we had to change the way our labels read (INCI names are now required and a very strict Drug Fact label is the law), we too this opportunity to change a lot.

Of course, we are still 100% natural but instead of using 100% Titanium Dioxide for our sunscreen, we are using a blend of Titanium and Zinc.  This gives us more water resistance and of course, measurable protection against UVA light as well as UVB.

The base has been enhanced quite a bit and features anti-oxidants, free radical scavengers and nutrient rich oils.

Below is a list of our new ingredients:

Aloe Vera Barbadensis Leaf Extract
Fractionated Coconut Oil,
Cetearyl Olivate (and) Sorbitan Olivate, (natural emulsifier)
Linoleic Acid (and) Linolenic Acid,(Vitamin F naturally derived from SAFFLOWER OIL)
Organic Rose Hips Oil
Green Tea Oil
Shea Butter
Vitamin E Tocopherol, 
Camellia Oil
Chamomile Oil
Calendula Oil
Arnica Extract
Milk Peptides Complex
Gogi Berry Extract
Cranberry Extract
Passion Fruit Oil
Pomegranate Extract
Hydroxyethyl Cellulose (natural derived thickener)
Caprylic Acid (and) Lauric Acid (and) Propanediol, Potassium Sorbate (natural preservative System Blend)

The result? A natural, sunscreen, gentle on the skin and friendly to the environment but a powerhouse of moisturizers and healthy benefits to the skin. 

To go along with these significant improvements is a modest price increase and I am proud to say just our second one in 20 years.   Considering the sizes of our higher sunscreens are increasing from 4oz to 6oz and the new packaging is an easy to use squeeze tube, I am sure you will find the new pricing reasonable.  

Best regards,