Natural and organic beauty is no longer a niche industry. It has and continues to flood conventional markets as consumers ask more questions than ever about product safety and purity. The rapid increase in organic beauty sales is due, in part, to consumer awareness of hazards in their synthetic and toxic counterparts. Higher standards have become prevalent even for the average consumer thanks to mainstream media spotlights on lead in lipstick, estrogen-mimicking parabens and BPA in plastics.Though it may not seem like an ideal time to launch anything in our current economic state, there may not be a more perfect time than now for Organic Beauty.

According to The New York Times, lipstick sales have soared up to forty percent in the last few months. Why? It could have something to do with the Leading Lipstick Indicator, a term coined by Leonard Lauder (Chairman of Estee Lauder Companies) after lipstick sales doubled after 9/11. He observed that cosmetic purchases are a way to gauge economic status. “When it’s shaky”, he said, “sales increase as women boost their mood with inexpensive lipstick purchases instead of $500 slingbacks.” In the midst of gloom we look for ways to feel good and its no secret that looking good tends to make us feel better. And at less than $2.50 an issue (for subscribers) I can’t think of a more enjoyable or affordable way to help us do just that.

So what can we expect from this first-of-its-kind magazine? Everything from green makeovers, anti-aging alternatives, beauty tips, hottest trends, affordable finds, celebrity features, eco-event coverage and much more. The premier issue covers a wide range of natural and organic products from Burt’s Bees lip balm to Revolution Organics new skin care line. You’ll find articles featuring celebs Josie Maran and Olivia Wilde (cover model and lead actress on Fox TV drama, House), discover quotes from John Masters, Jamal Hamadi, Suki Kramer and Organic chefs like Colombe Jacobsen-Derstine; articles on how to choose products for your baby, healthy teas, “beauty foods” and acupuncture.

Visionary and Editor-In-Chief, Rona Berg is no novice when it comes to high profile glossies or beauty. She played an integral role on the ELLE launch team where she supervised and directed every editorial aspect from conception to fruition. As former Editorial Director at ELLE, Beauty Editor at The New York Times Magazine, best-selling author and engaging speaker, she brings vast experience and talent to the table. Her work has been featured in Vogue, Cosmopolitan, SELF, InStyle and more. She’s made hundreds of TV and radio apperances, speaks regularly at ISPA conventions and this past Spring was the breakout beauty speaker at Global Green Expo 2008.

Yesterday, I had the pleasure of asking Rona some questions about the launch:

[Click here to read the interview]

 Photo & info source: Fig+Sage