The "anti-ageing" skincare brand is certified with Australian organic certifying body, Organic Food Chain (OFC).
Speaking at the launch, the brand’s founder, Tarj Mavi, said the range was four years in the making, and is the first Australian certified organic “anti-ageing” skincare range. In her speech, Mavi outlined how her 20 years experience in product research and development, and a personal interest in naturally-derived ingredients led to the creation of La Mav.
“No Australian woman should have to sacrifice beauty for health,” she said. “I have spent three years researching naturally-derived certified active constituents which provide a potent result-driven organic alternative for the repair, restoration and rejuvenation of skin at a cellular level.”
Marg Will, General Manager of OFC, also spoke at the event. According to Will, OFC was the first organic certification body in the world to establish an organic standard for cosmetics, pushing for the eventual inclusion of cosmetics in the National Standard of 2007. Will emphasised how product ingredient labelling in Australia is voluntary, allowing manufacturers to use the word “organic”, sometimes misleadingly, in effect compromising the ability of consumers to make informed choices. She added that the Australian Government is complacent about the use of the word ‘organic’ in food and cosmetic products, but that when it comes to organic certification, Australian standards are among the strictest in the world. Will advised that consumers should, “look for the logo” when buying organic.
Also speaking was Joanne Costello, founder of Brisbane organics retail store, Ebar Organics. She discussed the “organic epidemic”, outlining how market trends towards organic products are reflective of the consumer groundswell of demand for cleaner and greener products. She listed the top seven reasons people are likely to buy organic; from pregnant women wanting to expose themselves to less chemicals, people who seek “only the best” products, those with chemical sensitivity, “hippies”, and people choosing organic products as a preventative health measure. Costello concluded that she would like to see “preventative” as the number one reason people buy organic.
La Mav will debut its range at the Sydney International Spa & Beauty Expo in the Organic Zone, stand 1600.