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Primitive Makeup Locks Lips with Whole Foods

BALTIMORE, Sept. 27, 2007 — Primitive Makeup announced today that its all-natural line of lipstick has been picked up by Whole Foods Market, the world's leading retailer of natural and organic foods.

"This is a major milestone — not only for our young company, but also for women who believe that beauty should not come at the expense of health," said entrepreneur and company co-founder Nancy Caigan.

Caigan pointed to an industry survey of 7,000 makeup users that found more than 25 percent were "very influenced" by the ingredients when choosing cosmetics.

"I think customers and retailers appreciate our product because it does not contain chemical or synthetic ingredients or preservatives - it is paraben free. But let's not kid ourselves," she added coyly. "For many customers, the best part is that Primitive lipsticks look exquisite and feel really luscious on your lips."

Based in Woodstock, N.Y., Primitive Makeup was founded seven years ago by Caigan, whose family has been involved in the beauty industry for more than 40 years, and her business partner Susanna Ronner, an award winning graphic designer, who shared Caigan's desire to create a lipstick line made entirely of natural ingredients.

"The average woman consumes four to nine pounds of lipstick in her lifetime," said Ronner, citing a recent report in Glamour magazine. "This supported our belief that what we put on our lips be simple, pure ingredients formulated from nature itself."

Caigan and Ronner brought their idea to a chemist who drew on his 20 years' experience in research and development for major cosmetic companies to create a line of all-natural lipsticks. They are currently available in eight colors — Taj Mahal, Sahara, Corsica, Tahiti, Martinique, Mali, Morocco, and Belize – a palette based on natural color sources that, according to Ronner, "evoke Primitive's deep appreciation of world cultures."

Adds Caigan, "There are other natural lipsticks on the market, but they don't have the same appeal and sophistication. Our lipstick has such a creamy feel, and the subtle, wonderful taste and scent of vanilla — all of which are difficult to achieve with pure, natural ingredients. We are looking forward to expanding our line."

Primitive lipstick was initially available in New York's Hudson Valley and the capitol district before going national in 2006. After years of success in boutiques and specialty shops, the line caught the attention of health-conscious buyers at Whole Foods Market, which has 270 stores in North America and the United Kingdom.

"Women all over the world have been painting themselves for centuries — and they did so with a completely pure knowledge of natural ingredients," said Ronner, who designed the line's striking packaging, and it's visual presentation. "Simpler is better, and we consciously brought that intelligent understanding of simple, natural sophistication into the Primitive line."

They both add "wear it in good health", a phrase they say, was handed down from their mothers, and grandmothers.

For more information about Primitive, go to www.primitivemakeup.com or call 845.679.2264.

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