Natural and organic brand lavera has replaced its entire make-up range with 109 brand new products.

Ranging from complexion products such as tinted moisturising creams and liquid foundations to lipsticks, eyeshadows and eyeliner pencils, the collection includes innovative products like Butterfly Effect Mascara and Lip & Cheek Tint.

“Lavera has succeeded in delivering an affordable, on-trend and innovative make-up collection, which really shows that natural make-up can compete with high street brands,” commented Graeme Hume, MD of Pravera which distributes the brand in the UK and Ireland. “Natural and organic skincare has become mainstream in the UK, but organic and natural make-up is not an established category as yet. Consumers are not willing to compromise when buying make-up and are looking for natural products that look stylish too, which is exactly what the new lavera range brings to the table.”

The entire range is NaTrue-certified and many of the products carry the vegan symbol.

To support the new offer, Pravera has launched a targeted advertising and PR campaign. There are also shelf displays, stand-alone displays and testers available for retailers.

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About the Author

Jane Wolfe

Deputy Editor
Natural Products News deputy editor Jane Wolfe re-joined NPN in 2013 having previously worked for the magazine as a sub and freelance journalist from its Steyning beginnings.

Articles by Jane Wolfe
Jane Wolfe
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