Mary Kathryn Yeiser

Looking beautiful while having a sense of saving the planet is getting easier for consumers -- while helping the bottom line for some companies.

Many women are buying "green" health and beauty products, said Grail Research, a market data company. The trend in Chattanooga is also on the way up, according to local retailers who specialize in natural cosmetics.

"Many people are more conscientious and aware of what's going on with their bodies and what products do to them," said Darin Wright, owner of Elea Blake Cosmetics on Frazier Avenue, which specializes in mineral makeup. "With natural makeup you get a healthier product."

Staff photo by Danielle Moore/Chattanooga Times Free Press
Gwen Hobbs, from Dunlap, Tenn., gets a natural beauty makeover at Elea Blake Cosmetics on Frazier Avenue in Chattanooga Friday afternoon. The business, owned by Darin Wright, is known for selling almost exclusively natural, store-made products.

Mrs. Wright said she has seen a 10 percent increase in sales for "green" products from both distributors and clients over the last year. The mineral foundation, which sells for $45 and is the store's best-selling item, lasts between three and eight months.

"A little bit goes a long way," she said.

Management at The Cosmetic Market, a cosmetic and skin care boutique in Warehouse Row, said mineral makeup is a customer favorite, with Tarte and Therapy Systems among the popular brands.

"It doesn't cause irritation and it's really lightweight and makes you feel like you don't have on any makeup but still get a lot of coverage," said Mary Kathryn Yeiser. "It's the best of both worlds."

An Elea Blake customer said she now only uses mineral makeup.

"The minerals really do great on my skin and they are very gentle," Laurie Chavarria said. "Without question, I don't know what I what do without Darin and I couldn't even imagine going back to regular makeup."

According to a 2007 report by the Organic Monitor, a United Kingdom research publication on organic and natural products, the sector is experiencing the fastest growth in North America.

As the niche market becomes more mainstream, investors are taking notice and customer options are expanding.

Investors may make natural personal care companies key targets this year because of their high market growth rates, with some natural personal care companies selling out for three to five times greater than their sales revenue, according to Organic Monitor.

Supermarkets are carving out their piece of the market share.

A section of Greenlife Grocery is devoted to natural cosmetics and body care.

"It's a category of stuff that people use everyday, so offering a wide selection helps us to meet the preference of our customers," said Heather Carnahan, supplement and body care manager. Chains such as Wal-Mart and Target are also increasingly carrying natural and organic cosmetic products.