“Pink washing” might not be a term you’re familiar with, but if during the month of October you’ve seen products with giant pink ribbons emblazoned on the outside—and potentially cancer-causing ingredients on the inside—you’ve experienced it firsthand.
No one can accuse Acure Organics founder Kristy Guerra, whose grandmother battled breast cancer for more than a decade, of pink-washing. The brand is dedicated to raising money for cancer research (proceeds from virtually every item go to a variety of cool charities), and its products are safe enough for women undergoing cancer treatment to use.
Making cancer prevention a beauty product’s job
“Cancer in general is linked to more environmental issues—what we’re putting in our bodies and breathing every day,” says Acure president Amy Halman, who started her career as an aesthetician with a whole-health approach. “For us, the effort truly starts [with] the products we’re putting into the world.”
And onto our skin. Acure prides itself on being transparent about ingredients and practices, so people can make healthier choices from the start. That means high-quality, fair trade, natural, and organic options that don’t contain parabens, sulfates, phthalates, synthetic fragrances, or artificial colors. Can you say that about what’s in your bathroom now?
Of course, the line, which is a best-seller in Whole Body stores, had to be effective. “We want our products to stand next to conventional products and outperform or work as well, and also be good for your body and the planet.”
The brand features a wide range of skin, hair, and baby care products that actually work—everything from facial treatments laced with chlorella growth factor, a superfood that naturally boosts collagen and elastic production, to a brilliant chemical-free spray sunscreen that’s waterproof up to 80 minutes.
“It’s all about feeding the skin the food and nutrients it needs to function optimally, just like any other multivitamin you might take,” says Halman.
Halman says Acure’s goal is to prove that people will choose the healthier option—if they know about it.
Crossing into the mainstream
Recently, Acure made an breakthrough move for an organic line: It launched a suite of products at Target. (Hair and baby care lines are coming soon.) Halman explains that it’s been an optimal way to get Acure’s voice out to the wider public—and into their medicine cabinets and beauty regimens.
“By reaching retailers like Target, we’ve been able to hit a mass consumer that’s just entering into this conversation because they assume organic products are too expensive,” Halman explains. Acure’s most high-end products, like a firming serum, cost just $20 (the average organic luxury facial oil is about $80), while most Acure moisturizers and shampoos cost about $10. And that goes a long way toward spreading the message that healthier beauty options can be accessible and affordable. —Larkin Clark
For more information, visit www.acureorganics.com
(Photos: Acure Organics)
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