Press

Fragrance free intensive moisturizer line launched by New York mom
Date: March 12, 2008
Contact: Nina Birnbaum
ninab@softress.com
For immediate release

Softress, Inc. a new company offering natural emollients for dry and sensitive skin, launched by a New York mom. Intensive moisturizers without preservatives, fragrances or essential oils tackle dry hair, dry skin and eczema. Products are vegan and edible. Four product lines contain no nut oils. http://www.softress.com/

• Products without nut oils or essential oils (both common allergens) are rare in the natural marketplace
• Chemical-free products safer for babies and people with chemical sensitivities
• Recent studies show babies absorb high amounts of cosmetic chemicals from skin care products
• Percent of population with sensitive skin or eczema is growing
• Product line addresses unique needs of multi-ethnic skin and hair
• Multi-ethnic demographic one of the fastest growing in U.S.

Ms. Birnbaum developed the products for her multi-ethnic daughter's eczema and her fine, dry, curly hair. "I had two problems: even prescription creams failed to relieve my daughter's dry, itchy skin, and I needed something that would detangle and condition her hair without being too heavy. I realized plant oils could solve both problems."

Testing her early efforts on family and friends, Ms. Birnbaum found many people were unable to use products made with nut oils or essential oils. "Essential oils are wonderful natural drugs. But, as with all drugs, they can cause sensitization and other problems." Five years of research and testing were needed to create effective formulas using alternative oils.

Specialized Formulations
The result, a line combining Sunflower, Apricot Kernel, Avocado, Olive and other rich oils with antioxidant vitamins C and E, is well-tolerated even by people with sensitive skin. The products contain no water, eliminating the need for preservatives. "After getting rid of the water, the preservatives, the fragrance and the essential oils, I ended up with a line that was not only vegan but actually edible!" notes Ms. Birnbaum.

Only one product, SoftHands, is based on a nut oil. "I fell in love with Macadamia oil, which is incredibly soothing," says Ms. Birnbaum, "so I decided to use it for hands, which take the most daily abuse. It smoothes rough cuticles like nothing else." She says the Macadamia blend is so effective it produces results after the first night of use.

The Products
Each product targets a specific need. Four product lines are nut-free. Deep Moisture Skin & Hair, for normal to dry skin and hair, and E-Blend, for the needs of eczema and extremely dry skin, are offered in Winter and Summer formulas. Ms. Birnbaum explains: "During the hot, humid Northeastern summers, you want a very light product that won't clog pores. In winter, you need something rich and nourishing that protects skin from cold, dry outdoor and hot, dry indoor air."

Love Your Hair is a light detangler/conditioner formulated to infuse dry hair with softness and shine. SoftBaby is a blend of essential-fatty-acid rich oils beneficial for infant skin.

SoftHands, based on Macadamia oil, is a soothing formula for very dry or irritated hands and cuticles.

The products are available online at www.Softress.com and are starting to be seen at health food stores and boutiques throughout New York City, where Softress is based. Softress also offers a school fundraising program.

About Softress:
Softress is a New York City-based company dedicated to producing safe, natural products for the care of dry, sensitive skin and dry hair. Its products are developed for the needs of multi-ethnic skin and hair, but are effective for people of any ethnicity. Products are currently available online and in retail stores in New York City.

For more information, contact Nina Birnbaum at ninab@softress.com.