CONTACT: Angela Flournoy
626.675.4570, angela.flournoy@gmail.com

Never Sacrifice Glam for Green Again--
Launch of Safiya Beauty© Offers the Best of Both Worlds

Safiya is a new high-quality “EcoLuxe” beauty line that merges natural and
Organic ingredients with luxurious indulgence

Los Angeles, CA (December 11, 2008)— In 1994 a Federal Drug Administration study revealed that up to 25% of people have an allergic reaction to beauty products and cosmetics. Since then many hypoallergenic products have surfaced to prevent such reactions, but few new products maintain the same level of quality and variety as their chemical-laden predecessors.

Enter Safiya Beauty— a new line of natural, eco-friendly body and bath products that cater to a “green” lifestyle without sacrificing the “glam” customers expect from quality beauty lines. Safiya’s launch collection is now available for purchase— just in time for the holiday shopping season!

The initial Safiya collection consists of luxuriously rich body butters, exfoliating body scrubs, decadent soaps and scented “cookie” bath bombs with prices ranging from $3-$22. Safiya’s far-reaching list of all-natural ingredients includes pure honey, organic virgin coconut oil, green tea extract, moisturizing shea and cocoa butter and a tantalizing variety of essential oils. The entire Safiya line is cruelty-, paraben- and toxin-free and many items carry Safiya’s 100 Percent Organic and 100 Percent Vegan guarantees. Above all, every product adheres to Safiya’s Core Philosophy: To provide customers with the finest, purest natural and organic products, but never at the risk of neglecting their need to feel beautiful and smell divine.

Reflecting the company’s serious commitment to ethical production and waste minimization, Safiya Beauty products are packaged in 100% recyclable containers and all labels are printed in natural soy-based ink.

Safiya Beauty began as a labor of both love and necessity for Montreal, Canada native Nailah Blades. Since a little girl she’d been enchanted by the look, feel and smell of upscale beauty products, but her sensitive skin reacted to the chemicals these products relied on for their charm. She switched to all-natural beauty products, but soon missed the variety of fragrances and high level of indulgence found in traditional lines. After extensive field research, participation in focus groups and immersion in the eco-beauty community, Safiya Beauty was born. Blades’ extensive research is reflected in the final products—they are not only formidable in their quality and luxuriousness, but they cater to a wide variety of skin types as well.