Company founder Kathryn Murray says the launch of the website is in response to growing concerns from consumers about what ingredients are contained in cosmetics formulation and the potential dangers.
Murray is a 20 year career veteran, with experience in the cosmetic, public relations, marketing and mobile technology areas – which she believes gives her the right qualification to launch an e-tail site of this nature.
The site is being marketed as “a convenient way to shop and also make smart and healthful choices about the products they put in their bodies”.
Products chosen with attention to formulation
The choice of products available have been chosen from a wide variety of global cosmetics companies with careful attention to the formulation, the TMK Beauty team claims.
Murray says she also chose to launch the e-tail site because of the fact that there are a number of online retailers that offer a smattering of organic and natural products, which are invariably hidden amongst a wider selection of products with potentially harmful formulations.
TMK Beauty says it aims to make the job easier for consumers who are looking for toxin-free products by pledging that they are all free of parabens, sulfates, petrochemicals and endocrine disruptors.
Revlon aims to make its formulations 'cleaner'
The site will steer away from many of the brand names found in major department stores across the US, and instead will include names such as Pure and True Skincare, Lily Lolo Cosmetics, Lauren Brooks Foundation and Suki Cleansing Lotion.
News of the e-tail site’s launch follows the announcement last week that Revlon will move to limit ‘toxic ingredients’ from its formulations in the year ahead.
The beauty brand is indeed reformulating a personal care product previously made with butylparaben, according to the EWG’s press release. And Revlon has already completely removed some of the chemicals in question—isobutylparaben, isopropylparaben, and the formaldehyde releaser DMDM hydantoin— from its products and will soon stop using quaternium-15 too.
Environmental Working Group believes this trend will grow
“We are pleased that Revlon has acted to remove these toxic ingredients,” said Heather White, EWG executive director, in a press release the organization released following the news.
“Long-chain parabens and formaldehyde-releasing chemicals have no place in everyday cosmetic products. We applaud Revlon for taking these important steps and hope that other companies will follow Revlon’s lead by reformulating their products to remove chemicals that have been linked to serious health problems.”