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Cover Girl Launches a Lighter, More Natural Line Nature Luxe

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Cover Girl cosmetics has announced its newest line of color cosmetics—NatureLuxe, a higher-end collection in a more natural color palette. WWD reports that NatureLuxe is being positioned as a "luxury and natural-inspired boutique" line from Cover Girl made of ingredients that are natural rather than synthetic.

The foundation, for example, contains hints of natural jojoba and rosehip extracts, along with cucumber water, rather than a heavier-feeling emollient. The balm contains mango butter, shea and other butters, instead of heavier-feeling oils, to moisturize lips. In a move that is eco-conscious, NatureLuxe’s packaging will contain a very small amount of bioresin, which is a renewable, sustainable, sugarcane-derived plastic.
And guess who's the new face of NatureLuxe? Cover Girl's wholesome-ish teen queen campaign face, Taylor Swift.
· Cover Girl's Natural Turn [WWD]