U.S. consumer market for natural and organic skincare, haircare, makeup boomed 61% during 2005-2010 to US$7.7B, expected to top US$11B by 2016, report finds

Michelle Rivera

PRINCETON, New Jersey , December 15, 2011 (press release) – According to the recent Packaged Facts Report “Natural and Organic Personal Care Products in the U.S., 5th Edition,” the U.S. consumer market for natural and organic skincare, haircare, and makeup boomed 61% during 2005-2010 to 7.7 billion, and predicts that market could top $11 billion by 2016.

Xenna Corporation ( http://www.xenna.com) is a manufacturer of natural foot and hair care products. CEO Carol J. Buck says, “The US consumer is aware of natural ingredients in topical products and has welcomed them. Products that were once available only through health food stores can now be found on the shelves of major drug and retail chains."

“This has come about,” says Buck, “in tandem with greater consumer interest in where products are made (preferring in most cases the USA), animal testing avoidance and eco-friendly ingredients. Of course, consumers still expect them to deliver solutions and value – what’s inside the box must satisfy their needs.”

Buck says a focus on results and natural ingredients continues to drive Xenna innovation and capture consumer sales. In addition, Xenna products are made in the USA and are not developed with animal testing.

Distributed nationwide through chain drugstores, grocery and mass retailers, Xenna’s natural, diabetic-friendly foot care products were developed and patented using natural formulations that focus on the exfoliation of excess keratin protein.

Xenna's NonyX® Nail Gel breaks down and removes keratin debris - the discolored, yellow or thick granular buildup under nails that causes them to become discolored and unattractive. NonyX Gel softens unsightly keratin debris, permitting it to be gradually scraped out with a manicure tool, beginning after about four weeks.

With regular use twice daily (especially after bathing), improved nail color and clarity are seen within 5 to 9 months as keratin debris clears out. Once keratin debris buildup is removed, NonyX Gel keeps nails clear and healthy-looking with regular use.

For feet that are dry, flaking or cracked, diabetic-friendly CalleX® Exfoliating Dry Heel Ointment offers an acid-free, fast-acting way of exfoliating dead skin and moisturizing the foot.

The results of a four-week, in-use evaluation of acid-free CalleX Ointment’s unique enzyme formula showed it helps remove dry, cracked, or scaly buildup on heels and soles, while leaving normal skin unaffected. CalleX is also a humectant for dry feet by holding in the skin's moisture.

“Xenna’s corporate mission includes a commitment to the environment, as well as to the personal well-being of our customers,” says Buck. “We manufacture all our products in the U.S. and our products are never tested on animals. While the definition of natural is still evolving, we’re very happy to see more and more consumers favoring natural, biodegradable ingredients.”

To encourage trial, Xenna is now offering $4 and $5 rebates on their products. To view rebate coupons and before and after photos of NonyX Gel and CalleX Ointment, click on http://www.xenna.com. All Xenna products are 100% money-back guaranteed.

NonyX can be found in the footcare aisle at Walgreens, Walmart, CVS, Rite Aid (larger stores), Duane Reade, Kinney Drugs, Kerr Drug, HEB, many Medicine Shoppes, ShopKo and Harris Teeter.

CalleX Ointment is available in the footcare aisle at Walgreens, Rite Aid, Kinney Drugs, Kerr Drug, Stop & Shop and many Medicine Shoppes. CalleX is also available online at http://www.drugstore.com and http://www.CallexOintment.com.

Both products are also available online at http://www.drugstore.com and http://www.xenna.com.

All Xenna products, including those for hair care, are biodegradable, contain no animal byproducts and are not tested on animals. For more information about Xenna products, go to http://www.xenna.com, or call 800-368-6003.

About Xenna: Based in Princeton, NJ, Xenna’s mission is to provide innovative solutions in personal care. Reflecting the success of that mission, the company was a recipient of the TOP 50 Research Facilities Award in 2006.

Xenna is a privately-held, woman-owned company which develops and distributes natural personal care products for skin, hair and nails. To contact them call 800-368-6003 (business hours, Mon-Friday Eastern Time).

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