Klaus Ferlow of Ferlow Botanicalssuffered from psoriasis for 40 years before discovering that neem tree cream did what conventional medicine could not.

Founder of Naturelle, Marie Wrede says that the inspiration for her aromatherapy products partly came from testing them on her pets-and getting results.

Ayesha Kalensky of Quintessences started making and selling organic skin care products "out of desperation," because she got sick when exposed to synthetic ingredients.

These three BC entrepreneurs are at the forefront of a movement for safer, healthier personal care products. Products like shampoos and creams without cocamide diethanolamine, a likely carcinogen. Cosmetics and sunscreens without parabens, which mess with the body's hormones. Then there are the phthalates, formaldehyde and benzyl violet-toxic yet common ingredients in our everyday beauty products.

On a daily basis, the typical woman uses a dozen beauty products containing 168 synthetic ingredients. The average man, 85 chemicals in six products.

More media coverage and research about toxic exposure have contributed to a groundswell of concerned consumerism, activism and legislative changes, the latter of which still has a ways to go. It was only in November 2006 that mandatory ingredient labeling on cosmetic products came into effect in Canada. (This still doesn't include toothpaste or sunscreens, and pthalates are lumped in under the term "fragrance.")

Ferlow is commonly seen at educational facilities such as the Boucher Institute of Naturopathic Medicine, where he lectures about toxic chemicals and educates about Ferlow Botanical's creams, lotions, shampoos, toothpastes, air fresheners and "anything you need in your bathroom," he says.

Part of this awareness is about looking past labels that still boast overused marketing words, such as "natural" "green" "fresh" and "pure," when, in fact, the product could be anything but. "There's a lot of false advertising," says Wrede, who encourages avid label reading.

A recent expose in The Ecologist noted that the safety data of known ingredients in Calvin Klein's popular fragrance Eternity, suggests they're "toxic, irritants, sensitizing, damaging to the central nervous system and carcinogenic." In contrast, when using high-quality, organic aromatherapy oils, Wrede points out, "Products smell good and are actually therapeutic."

Kalensky promotes the concept of "skin food." That is, whatever you put on the skin should be safe enough to eat-things like olive oil and manuka honey. Talking to her is like talking to a walking encyclopedia about chemicals and safer personal care; she has also been very vocal and active in encouraging less toxic cleaning products in Vancouver schools because her school-aged sons are as sensitive to chemicals as she is.

When it comes to non-toxic personal care and beauty products, keep these 3Rs in mind: Research your choices. Reduce chemical exposure. And, read the label.

Keep it Simple, Shopper
Tips from Stacy Malkan, author of "Not Just a Pretty Face: The Ugly Side of the Beauty Industry" (New Society Publishers, 2007), an excellent book about cosmetic safety.

Use your nose as a guide
After switching to natural products, I found the smell of synthetic fragrances to be less appealing.

Buy from companies you trust
Many companies have high standards for ingredient safety, good social values and effective products.

Start with high-exposure, frequently used products
Shampoo, face cream and deodorant are products used in larger amounts. Lip and hand products that can be ingested are also good products to switch to first.

Find safer products
SafeCosmetics.org
LessToxicGuide.ca
The NakedTruthProject.org
Ewg.org