Upurea Launches E-Zine Pure – natural beauty; Re-Launches Get Glamorously Green E-Beauty Boutique

PRLog (Press Release) – Apr 14, 2008 – Upurea www.upurea.com, the ultimate online destination for natural and organic beauty, has both launched its made-over e-boutique and new, glamorously green ‘zine and blog: Pure – natural beauty. As absolute authorities within the natural and organic personal care sector, Upurea and its companion site Pure – natural beauty are uniquely dedicated to validating natural and organic beauty and lifestyle choices as being sexy, effective and even better than their conventional counterparts.

“When we launched our e-commerce boutique, we wanted a slick, magazine feel to be incorporated as editorial content into the site itself.  Our customers loved it – and they kept begging us for more,” says Michael Hefferon, CEO.   “When we recognized that our mission was to push the concept of green beauty as super glamorous and attainable, it was obvious that we had to create a companion e-zine on its own, dedicated to living glamorously on the green edge of beauty and lifestyle; in the process, we tailored our e-beauty boutique web platform to enhance our shopper’s experience, which now completely reflects what Upurea, Inc. is:  ultimately THE source for all things indulgently eco-luxe.   We are in love with our new look!”.

Recently billed by the Toronto Star as the “green grooming mecca”, Upurea has since 2006 led the make-over of natural and organic beauty, transforming it from its outdated image of bottom aisle health-food store status to its now sleek, glamorously trendy face.

Upurea strives to offer the purest,
 most eco-luxury skincare and bodycare rituals for every skin type, organically sensual fragrances, remarkable haircare and styling products, and luxurious scents for the home, all positioned within one of three categories: "absolute pure", made with only 100% organic ingredients, “natural”, made with the purest, most effective ingredients derived from our Earth; and "natural science", a contemporary blend of botanicals combined with non-toxic ingredients.
Upurea currently represents over 40 luxury and boutique brands, including the recently launched Tsi-La Organic Perfumes; another 10 are scheduled to launch by Fall ’08.

Near future expansion plans include brick and mortar boutique locations throughout N. America and Europe.