Shop features natural face, body products

What people put on their bodies is just as important as what they put inside them, says the owner of Spokane Valley Mall’s newest shop.

Amber Doyle calls her store Pure Beauty, because she went looking for skin, hair and body products that are created using only the purest ingredients. The cosmetics, lotions and other items she carries for adults, infants and children are made without petrochemicals or synthetic preservatives, fragrances or dyes.

“Our skin is the largest organ of our bodies, and of course our skin just soaks things up,” says Doyle.

She’s on a personal mission to help educate others about additives found in most makeup items and body care products that many consider harmful. And some products lining store shelves that claim “natural” can still contain synthetic ingredients, she says.

Many of the common additives and synthetics Doyle refers to are known to be harmful to people, usually having been ruled as cancer causing or hormonal disrupting. And with a mostly unregulated cosmetics industry in the United States, and because a certain degree of toxicity in humans has been deemed safe by governmental regulatory agencies, the general public is largely unaware of these ingredients and assume what they are buying is alright, says Doyle.

“There’s actually mercury in mascaras,” she says.

Doyle began educating herself about cosmetic ingredients a few years ago after developing allergic reactions to items she was using. She happened on Web sites that outlined ingredients used in individual items of many companies and the side effects of those ingredients.

“Once you read what’s in these products and educate yourself, and know what the ingredients are, how do you go back?” she asks. “There are choices out there. The more you know the better you can take care of yourself and make better choices.”

In addition to the cosmetics, hair and body care products, Doyle sells specialty items for expectant mothers, baby care items, water-based nail polish, natural fragrances and hand sanitizers.

Most companies she works with are based in the United States, including several from the West Coast. Natural cosmetics have become increasing popular in recent years, showing up in vitamin stores and grocers with health food aisles. Doyle hopes to distinguish herself by specializing rather than carrying them as additional product items. Plus, she and her three employees are familiar with products and ingredients and are able to answer questions on the spot or refer to the store’s computer.

“I try to carry all beauty needs with products that really are natural and organic,” she says. “I’m going to keep doing research and keep adding more lines.”

Pure Beauty is located on the second floor of the mall in the former location of the Cricket phone store. Doyle is planning a Friday open house and invites customers to sign up for her electronic newsletter.