Wholearth Beauty: New Advancements In Eco Chic-------
Green lifestyle consultant Danny Seo is what you might call a prodigy. He started the environmental activism group Earth 2000 at the ripe old age of 12 and had penned his own autobiography about his quest for greener legislation before he turned 20. An accomplished author and frequent TV talk show guest, Seo recently turned his attention to the personal care industry, hoping to bring his vision and expertise in sustainability to the masses via that great vehicle of social change, the beauty industry. “It’s the new green luxury,” Seo says of Wholearth, his USDA-certified organic product line that includes a body wash, body lotion, body soufflé, bamboo body scrub, body mist/room spray, and a perfume in three scents. The idea behind the range is to use the best food-grade ingredients and apply a hand-crafted mentality to each product, “like a Birkin bag made by one artisan,” Seo analogizes. The collection had a soft launch at Anthropologie last April in conjunction with Earth Day, but its full-service Web site went live this week, featuring his post-consumer recycled bottles spray-painted black to create a UV filter for a better shelf life. Seo has even figured out a way around the synthetic preservative issue that eludes other naturopathic entrepreneurs. A Korean-American, he utilized his experience with the potent enzyme in kimchi, the nearly non-perishable pickled cabbage delicacy, to make his skin salves last longer, sans synthetic add-ons. Like we said, prodigy.