Looking for ways to expand their non-food offerings, Whole Foods is releasing a complete line of over 100 mineral-based cosmetic products, including everything from lipstick to bronzer, into the Whole Body section of their stores. This move is designed to set the apart from other stores that offer a mere nod to natural beauty by offering moisturizers or just, for example, a foundation. The line is called Mineral Fusion and will most likely be available in other stores, such as Sephora, as well. Individual items will generally be in the $15-$40 range.

The appeal of mineral cosmetics is that they are all-natural, with no talc, preservatives or any other kind of chemical. Most feel that it keeps the skin cleaner and fresher than other makeups.