People who are buying make up and body lotion like being able to purchase natural beauty products, according to one retailer.

Kristin Armstrong, vice president of US-based chain Kiehls, stated that people who use items that do not contain artificial chemicals feel safe.

Speaking to the Edmonton Journal, she said this is partly because they know natural beauty products have been tested on and can be used on sensitive skin.

Ms Kiehls commented: "It's reassuring that the products come from nature.

"I think the customers really appreciate it."

She added that natural beauty products are healthy for both consumers and the environment.

Even some of the biggest Hollywood stars are acknowledging and hailing the impact of chemical-free items.

Sliding Doors star Gwyneth Paltrow, for instance, recently wrote on her website that she regularly uses natural ingredients such as olive oil and coconut oil to keep her skin looking refreshed and vital.