He’s been referred to as the “Green Martha Stewart” and there are undoubtedly some similarities.  A celebrity eco-stylist, best-selling author, and official Green Living Partner for JCPenny, Danny Seo doesn’t think style has to take a backseat when it comes to being a conscious consumer. 

After two years in development, Danny Seo in partnership with boom!, the company responsible for numerous successful beauty brands launches (like Bath & Body Works, Philosophy, Hard Candy, Fendi and Nautica amongst others), will launch wholearth Bath & Body.  The line will consist of a Certified Organic Cinnamon & Oat Face Scrub, Certified Organic Body Wash and body lotion, Natural Body Souffle, Natural Bamboo Body Scrub and Wash,  Natural Body and Linen Mist and a 100% Certified Organic Fragrance; all made using only pure organic extracts and essential nutrients and oils. Prices will range from $25-50 and will be available at specialty stores worldwide.

“All of us want to live greener, healthier lives today, but it can be so confusing to determine what’s truly eco-friendly when it comes to bath and beauty products,” says Danny. “When I buy products for myself, I want the very best products that not only use the highest quality natural and organic ingredients, but package them beautifully in post-consumer recycled packaging. It should be green from the inside, out.”

It’s exciting to see new organic beauty brands pop up, but we should all be slow to jump on a bandwagon until we can get our hands on the ingredients.  I definitely like he’s using the word “certified” in conjunction with “organic”.  Here’s hoping!