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Lavera Goes For Gray

October 20, 2008 4:49 pm

When you think of Europe’s noteworthy organic lines, names like Hauschka, Weleda, and Patyka usually come to mind. But perhaps it’s time to commit Lavera to your vernacular, the German company that was named “Greenest Beauty Brand in Europe” this past spring. Lavera, named after the Latin word for truth, was founded in 1987 and has grown to include more than 250 products—with organic makeup, hair care, sun care, and specialized skincare lines free of parabens and artificial fillers among its bounty. Fast becoming a favorite with Whole Foods Market regulars (ranking right up there with the pommes frites bar), the company debuts its antiaging collection this fall, introducing three different regimens meant to address preventative aging, premature aging, or mature skin, as well as a body line that provides a boost of youthful radiance where needed. Using nature to fight the natural ill effects of gravity. How’s that for German efficiency?