Herbline has created the line of cosmetics using vegetable oils and Himalayan spring water to replicate the ancient ayurveda Indian holistic technique that steers clear of using pesticides or animal testing. The company is releasing 28 new cosmetics products out of 200 that are currently being produced and sold in India, into the European market this month - aiming to capitalise on the growing trend for health and wellness and to push forward in the competitive organics market that is at the forefront of cosmetics manufacturing across the globe. Launching at Beyond Beauty in October this year, the product range includes neem and brahmi face wash, papaya face scrub, under eye gel, aloe vera and honey moisturising lotion, fairness cream and margosa face and body wash. Speaking of the booming trend for healthy cosmetics that are formulated using natural and organic ingredients, the manager of the European distribution indicates that the ayurveda technique is a lifestyle, rather than a consumer trend. "Ayurveda is Sanskrit for life and knowledge. Herbline cosmetics reflect this awareness that health and beauty is a combination of physical, mental and spiritual well-being. These products aren't a fad to cash in on a trend - they're a way of life," said Steve Dass. However, a recent Datamonitor study, 'Brits go au natural' has predicted that consumers are indeed associating 'healthy' cosmetics as a way of life, with many putting 'wellness' as a key driver when purchasing organic products. UK citizens are becoming increasingly egocentric with respect to their personal care regimes and are more and more aware of the positive implications of natural care. In turn, Britons have allegedly become more concerned with the ingredients that are in their personal care products than in the past, preferring to use products that offer biologically active components rather than the more 'harsh' synthetic components. Despite natural care still only amounting to a small proportion of the UK personal care spend, it has seen phenomenal growth rates of 84.2 per cent from 2001 to 2006, compared with just 13.9 per cent for the overall UK market. The figures show that the trend has gone past the 'bohemian' niche segment it was traditionally associated with, and into the main stream. From this, the social factors behind the market growth have also come under scrutiny.