Currently the company has succeeded in reformulating its five face wash products and over the course of the year it plans to reformulate the full range. The move is part of Sonya Dakar's wider 'eco-revolution' according to the company with a focus on bio-degradable and recyclable packaging and eco-friendly formulas. Paraben and Sulfate free Parabens - often used as preservatives in cosmetic products - have come under scrutiny from interest groups and caught the attention of health conscious consumers. Controversy surrounds a suggested link between the chemical and a number of health problems, although opinion remains divided on the actual risks posed to the consumer. Sonya Dakar refers to a number of studies that link the preservative to lymphomas and breast cancers, however much of the industry defends the use of parabens as effective, inexpensive and safe preservatives. The Food and Drug Administration states that 'at the present time there is no reason for consumers to be concerned about the use of cosmetics containing parabens'. However, the number of paraben-free products are growing particularly on the back of the natural and organic movement. The five face wash products are also free from sulfates, which according to the company can be drying on the skin and cause skin irritation in sensitive individuals. In addition the products' packaging has been redesigned to reflect the new 'green message'. Plans to reformulate the whole product range Along with the reformulation of the face washes the company have announced a plan to reformulate the whole product range to be paraben and sulfate free along with implementing a number of other 'green' initiatives. "Over the course of this year, we will be working to reformulate our masks, eye creams, and sunscreen until we get to every one of our products," said company founder Sonya Dakar. The company added that the product reformulations are just the beginning of Sonya Dakar's eco-revolution. "The brand is continuing to form relationships with manufacturers who offer cutting-edge, green solutions and eco-friendly formulas," stated the company. Moves to 'go green' are becoming increasingly common within the industry and the marketing benefits to be had out of the 'eco revolution' are being recognised by some of the biggest players. Earlier this year a study run by US market research company IRI found that approximately half of consumers take a product's organic, eco-friendly and fair trade profile into consideration when making a purchase. A number of recent acquisitions such as Clorox's purchase of Burt's Bees and Colgate-Palmolive's majority stake in Tom's of Maine suggest companies are putting this theory into practice.