Fashion 223: Company

Report
Korres Natural Products
Elizabeth Kyi, Andrea Della Mattia, & Jacqueline Trunks

Fashion 223: Company Report
Korres Natural Products

Table of Contents
SECTION I: HISTORY & PROFILE

3-4

SECTION II: PRODUCTS & PROMOTION

5-10

PRODUCT OVERVIEW
SUSTAINABLE PRODUCTS & BUSINESS PRACTICES
ETHICAL BUSINESS PRACTICES
SUSTAINABLE & ETHICAL GUIDELINE ADHERENCE
MARKETING & PROMOTION

5
6
7
7-8
9-10

SECTION III: COMPANY PHILOSOPHY

11-15

MISSION STATEMENT
CORPORATE SOCIAL RESPONSIBILITY
CODE OF CONDUCT
CONCLUSION

11
12-14
14-15

WORKS CITED

17-18

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Korres Natural Products

SECTION I: HISTORY & PROFILE

George and Lena Korres founded Korres Natural Products in 1996 in Athens,
Greece. 1 George started playing with ingredients and products when he was just
eight years old in his mother’s pharmacy. He would always say “I’m going to make
my own face creams when I grow up”.1 He went on to study pharmaceuticals in
1988 at the Pharmacy School of the University of Athens. This is where he truly fell
in love with herbal preparations, natural remedies, and cosmetics. When he opened
his first retail store in 1996, the philosophy was “the use of natural and/or certified
organic ingredients of the highest quality”.1 Lena is currently the Brand
Development Director for Korres. 2
The first product Korres made was aromatic herbal syrup with honey and aniseed,
which George’s grandfather used back in his hometown. The brands most well
known product was launched the same year. This product is a Wild Rose 24 hour
moisturizing and brightening cream. It went on to be a world best seller.1

Their second best seller was three years in the making, a yoghurt cooling gel that
was 100% edible. This product sold over 1,000 pieces per day since the day it hit the
market, becoming an instant international best seller.1 In late 2003, Greece’s Head of
State awarded George Korres the Innovation and Business Development Award for
this yoghurt product.1 In 2004, Korres opened two stores in Spain and joined the
Sephora network, which is a global chain of cosmetic stores. 1 That same year,
Korres was awarded the Nobel Prize for their research on anti-aging and the
ubiquitin-proteasome system. 3
In the following years, Korres finally hit Asia and began to work with the world’s top
fragrance houses in Tokyo, Geneva and Gras, on three unique formulations to best
represent the brand’s mood through scent.1 One of Korres best appreciation
comments came from Marie Clare in 2012 that named Korres products as one of the
top twenty-five products that will change your life.1 In 2011 Korres turned fifteen
years old and in honour of this, George decided to revisit his grandfather’s recipes
and introduced a limited time rakomelon recipe in celebration.1

Today Korres employs more than 300 employees in countries such as Greece, where
its head office is located, Germany, France, Russia, Korea, Bulgaria, Czech Republic,
and Singapore. 4 There are currently five stores in Greece, one in Bulgaria, one in
Cyprus, one in Czech Republic, three in France, two in Germany, one in Korea, one in
Russia, one in Singapore, one in Slovakia, two in Spain and two in the United Arab
"How we Started: Timeline." Korres Natural Products. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=198>.
2 "How we Started: Lena and George Korres." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013.
<http://www.korres.com/default.aspx?page_id=217>.
3 "Behind the Brand: George Korres." Kit blog. N.p., n.d. Web. 28 Jan. 2013. <http://www.kitcosmetics.com.au/blog/BEHINDTHE-BRAND-GEORGE-KORRES.aspx>.
4 "Around the Globe: Global Presence." Korres Natural Products. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=238>.
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Fashion 223: Company Report

Korres Natural Products
Emirates.2 Including Sephora, Korres has also been added to the Shoppers Drug
Mart, Harvey Nichols, and Bloomingdales product line up in America, Canada, Asia,
Australia, India, and Europe. 2 Korres was originally privately owned by George
Korres himself, but is now corporately run and publicly traded. In North America,
Johnson and Johnson distributes its products. 5

"Around the Globe: Global Presence." KORRES NATURAL PRODUCTS. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=238>.
5 "Korres Natural Products SA (KORRES) - Financial and Strategic SWOT Analysis Review." New Market Report. N.p., n.d. Web.
28 Jan. 2013. <http://www.pr-inside.com/new-market-report-korres-natural-products-r2974810.htm>.
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Fashion 223: Company Report
Korres Natural Products

SECTION II: PRODUCTS & PROMOTION
PRODUCT OVERVIEW

Korres Natural Products has face and body skincare, hair, suncare, make-up,
fragrance, herbal pharmaceuticals, and oral care in their product mix, as well as a
whole line dedicated to men. Their product line-up contains moisturizers, cleansers,
scrubs and masks, serums, and regimen kits. Collections are based on different
natural ingredients such as quercetin and oak, wild rose, pomegranate, yoghurt and
milk proteins.

Their product development is based on their research findings, as well as their
commitment to develop “skin and environmentally friendly formulations with a
natural content varying between 80-99.80%”. 6 Their natural ingredients are derived
from medicinal herbs, Greek flora, food ingredients, and natural actives. 7 Each
product label very obviously lists what ingredients are and are not present in the
product, as well as the product’s natural content by percent.

Quercetin and Oak Day Cream, Korres7
Korres Natural Products produces sustainable products and conducts both
ethical and sustainable business practices.

Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
"Developing: Product Development." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013.
<http://www.korres.com/default.aspx?page_id=222>.

6"Our
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Fashion 223: Company Report
Korres Natural Products

SECTION II: PRODUCTS & PROMOTION
SUSTAINABLE PRODUCTS

Korres as a company displays one of the highest levels of commitment to all-natural
formulations. All of their products are based on natural ingredients, many of which
are certified organic. The company avoids the use of non-biodegradable ingredients,
particularly avoiding synthetic components and preservatives that can account for
approximately 30-60% of a cosmetic product. Chemicals such as mineral oils,
silicones, parabens, and propylene glycol are especially avoided due to their
harshness. 6

Not only are the products themselves sustainable, but so is the packaging, as it is
99% recyclable. Korres uses environmentally friendly packaging materials and
designs each product so that each individual part can be separated and recycled.
They ultimately try to avoid excess packaging by eliminating boxes for their hair and
body products. Any gift boxes are also made out of recyclable cardboard to ensure
sustainable gift giving.6

SUSTAINABLE BUSINESS PRACTICES

Korres sustainable business practices primarily focus on the heart and root of the
operation – the organic farmer. The company uses micro farmers that follow
necessary procedures to ensure the sustainability of local flora and in providing
certified organic crops.6 The farmers, known as “plant hunters”, serve to protect
Greece’s 1200 indigenous flora by selecting ideal cultivation regions based on
climate and soil criteria. This is especially important in protecting the endangered
herbs and in sustaining plant populations.6 Korres also helps out “Friends of Oak
and Nature” by contributing to the replacement of illegally cut oak trees. They
donate to an annual fund and cooperate with local authorities in terms of a
protection plan.6

Another of Korres’ sustainable business practices focuses on the production and
supply chain. Most notable is the use of 100% renewable energy in their GREEN
GUARANTEE™ certified plant, which operates on hydroelectric power from their
steam generators. 6 Their headquarters are also ISO and ECOCERT certified, as is
their environmentally friendly herb extract unit. During the extraction process, the
residue is turned into organic soil and sent back to the organic farmers, which
results in a no-waste operation, as well as supports the local organic farmers. 6 They
also use natural solvents, despite the higher cost. Lastly, they also aim to impact
distribution, as 98% of global markets are air-shipment free in order to reduce air
transfers.6
6

"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.

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Fashion 223: Company Report
Korres Natural Products

SECTION II: PRODUCTS & PROMOTION
ETHICAL BUSINESS PRACTICES

Korres Natural Products deeply values its roots and is dependent upon a network of
individuals that share the vision of sustainable and ethical business, mainly its
farmers. Korres cooperates with micro-farmers, agricultural unions, and educational
and social institutions including rehabilitation and prison farms. 6 They aim to teach
their partners about organic farming and sustainable agricultural systems and
support them financially through purchasing their produce to be used in product
formulations. They support solely organic farming through contractual agreements
and choose not to cultivate themselves in order to support the farmers and their
unions, as well as the community.6 Korres also works to include individuals with
special needs into their network in order to provide them with vocational
experience. 6 As much as Korres values its community and people, it also values the
animals by using no animal testing or animal by-products, therefore making all
products vegetarian and in some cases even vegan. 7

ETHICAL & SUSTAINABLE GUIDELINE ADHERENCE

Korres Natural Products ensures their products adhere to ethical and sustainable
guidelines both internally and externally. Third parties such as the ISO certify the
Korres’ plant for Quality Management, Cosmetics: Good Manufacturing Practices,
and Environmental Management System. 8 The last certification is the most
important, as it addresses environmental impact and performance. ECOCERT has
also certified Korres for Natural and Organic Cosmetics.9 The principles of this
standard maintain:
1.

2.

3.

The use of ingredients derived from renewable resources, manufactured by
environmentally friendly processes. ECOCERT therefore checks:
• The absence of GMO, parabens, phenoxyethanol, nanoparticles, silicon, PEG,
synthetic perfumes and dyes, animal-derived ingredients (unless naturally
produced by them: milk, honey, etc.).
• The biodegradable or recyclable nature of packaging.
A minimum threshold of natural ingredients from organic farming to be reached to
obtain certification:
• For the natural and organic cosmetic label: a minimum of 95% of all plant-based
ingredients in the formula and a minimum of 10% of all ingredients by weight
must come from organic farming.
On site audit is performed by an ECOCERT auditor.9

"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
"Developing: Product Development." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013.
<http://www.korres.com/default.aspx?page_id=222>.
8 "ISO 14000 - Environmental management." ISO - International Organization for Standardization. N.p., n.d. Web. 28 Jan. 2013.
<http://www.iso.org/iso/home/standards/management-standards/iso14000.htm>.
9 "Natural and Organic Cosmetics." Ecocert - Certification body. N.p., n.d. Web. 28 Jan. 2013.
<http://www.ecocert.com/en/natural-and-organic-cosmetics>.
6
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Korres Natural Products
Internally, it is part of Korres’ corporate culture to maximize sustainability as a
business. Codes of conduct and policies encourage guideline adherence. An example
is Korres’ thorough recycling policy for plastic, paper, glass, and merchandise
products. Korres proactively promotes sustainability through educational seminars,
which are ongoing for employees. 6

6

"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.

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Fashion 223: Company Report
Korres Natural Products

SECTION II: PRODUCTS & PROMOTION
MARKETING & PROMOTION

In North America, Korres is predominantly promoted as a natural skincare, hair
care, and cosmetics company with roots in Greek homeopathic remedies. Korres’
Canadian website, Korres.ca, states:
“We believe that what we leave out of our products is as important as what we put
in. We are committed to developing safe, effective, natural products by avoiding
chemicals and synthetic ingredients when possible, replacing them with beneficial,
skin-compatible, naturally-derived ingredients. Our products are further enriched
with plant extracts”. 10

Korres is not heavily focused on advertisement in any form and is promoted
through its international distributors and word-of-mouth. Their marketing strategy
focuses on their mode of distribution, Sephora in the U.S. and Canada, as it is such a
large retailer that comes with marketing and promotion in tow. Any Sephora
customer will undoubtedly come in contact with the Korres brand, therefore
in-house marketing is unnecessary. Korres uses country-specific promotional
websites, such as korres.com, to disseminate information about the brand and
products and uses Sephora’s website as its transactional website.

Sephora’s introduction of the Korres brand11
"All About Korres." Korres Natural Products. Johnson & Johnson Consumer Companies, Inc., n.d. Web. 28 Jan. 2013.
<https://www.korresusa.com/all-about-korres>.
11 "Korres." Sephora. N.p., n.d. Web. 28 Jan. 2013. <www.sephora.com/korres>.
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Korres Natural Products

SECTION II: PRODUCTS & PROMOTION

Korres utilizes social media as a means of marketing and promotion, as they
maintain both a Twitter account and a Facebook fan page.

Korres’ Twitter account has approximately 3,700 followers. 12

Korres’ Facebook fan page has approximately 26,000 likes. 13
12
13

"Korres." Twitter. N.p., n.d. Web. 28 Jan. 2013. <https://twitter.com/KORRES_OFFICIAL>.
"Korres." Facebook. N.p., n.d. Web. 28 Jan. 2013. <https://www.facebook.com/korres?fref=ts>.

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Korres Natural Products

SECTION III: COMPANY PHILOSOPHY
MISSION STATEMENT

“In the beginning, our goal was to use natural, herbal ingredients in an
effective and safe way to make products we’re proud of for the people we
love. Today, our goal remains the same. By always doing what we believe
is right—avoiding harsh chemicals, relying on both basic and applied
science, helping organic farmers, supporting local communities,
protecting natural resources—we have accomplished something unique.
By doing what we love, we have created products that people love.”
- George Korres 10

George Korres, about 25 years ago, put his passion for homeopathic pharmaceuticals into
action and founded the Korres brand. As a small-scale brand based out of Greece, Korres
began and has remained dedicated to ideas of ethical and sustainable practice. 1 The
overall company mission encompasses the following three ideals:
 Use of natural, herbal ingredients
 Helping farmers and communities
 Protecting natural resources10

In general, the brand aims to create products that are safe for skin and the environment.

"All About Korres." Korres Natural Products. Johnson & Johnson Consumer Companies, Inc., n.d. Web. 28 Jan. 2013.
<https://www.korresusa.com/all-about-korres>.
1 "How we Started: Timeline." Korres Natural Products. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=198>.
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Fashion 223: Company Report
Korres Natural Products

SECTION III: COMPANY PHILOSOPHY
CORPORATE SOCIAL RESPONSIBILITY

Korres employs Korres provides a Corporate Social Responsibility report for public
consumption on their international website. The full report can be found at:
http://www.korres.com/default.aspx?page_id=235

They term the report “Our Heart”, befitting because their entire business plan seems to
revolve around their incorporation of ethical and sustainable business practices in all
stages of production. Thus the heart of their company lies in the concepts outlined in
their CSR.
Korres breaks down their CSR into seven main categories:
1. Herbs
2. Co-operations
3. Extractions
4. Research
5. How We Produce
6. Eco
7. Our People (coming soon to their CSR)

HERBS
Korres emphasizes their commitment to all natural ingredients and the healing power of
herbs and homeopathic remedies. This sections focuses on the protective and
moisturizing properties of wild rose, pomegranate as a rich source of minerals and
antioxidants, and the antibacterial nature of achillea. This section also highlights the
importance the company places on safeguarding natural ingredients and sustaining plant
populations.

Korres collaborates with the agricultural sectors of local communities in order to source
their plants under ideal cultivation environments while supporting local farms and aiding
social issues such as unemployment, underdeveloped rural regions, and insufficient
funding within the local agricultural sector. As a company, they aim to strengthen local
economies while ensuring ideal conditions for the growth of their quality natural
ingredients. 6

CO-OPERATIONS
Korres purposely hires local organic farmers on a contractual basis instead of growing
their own ingredients in a vertically integrated business system, in active pursuit of
working with rather than against the local economy. 6
6

"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.

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SECTION III: COMPANY PHILOSOPHY

The company co-operates with a selection of micro-farmers, agricultural unions in the
production and collection of the plants and herbs used in their products.6 They also work
with a host of social and educational institutions. One of them is a prison farm in which
detainees are taught sustainable and organic farming practices and are financially
supported by Korres while held in detention.6 Another is a centre for those who have
been substance abusers; this co-operation allows patients to acquire professional skills. 6

A full list of Korres’s co-operates is listed in the CSR.

EXTRACTIONS
This section runs through the process by which Korres extracts active ingredients from
plants at their own environmentally friendly, ISO and ECOCERT certified herb extraction
unit. They use natural rather than chemical solvents so that the residue can be turned
into organic soil and sent back to their network of organic farmers, creating an entirely
no-waste operation. 6
RESEARCH
Korres is dedicated to finding homeopathic remedies for cosmetic issues using primary
and applied research based on verified benefits and clinical efficacy. They heed an
ongoing commitment to projecting the benefits of herbs and develop environmentally
friendly products that are comprised of a natural content ranging from 80-99%.6 Korres
recognizes the growing prevalence of green-washing in the cosmetics industry and thus
strives to be entirely transparent with consumers about the ingredients of Korres
products.6
HOW WE PRODUCE
Korres prioritizes quality in their production. As a company, they strive to exceed
compliance standards for pharmaceuticals. Furthermore, they apply these strict
standards to all stages of production and distribution.6

ECO
Every business decision within the company is fueled by their core value of doing the
right thing. All formulations are developed with certified organic ingredients and all
ingredients are collected in a manner that protects endangered herbs and sustains plant
populations. Korres avoids the use of chemicals that can harm both skin and the
environment and stick to biodegradable ingredients.6

They have also developed a plant extraction method that results in up to eleven
derivatives being extracted from a single plant to be used in formulations. Residue is then
turned into organic soil and returned to organic farms to be reused.6
6

"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.

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SECTION III: COMPANY PHILOSOPHY

Korres also contributes toward Friends of Oak & Nature, which is a union on a mission to
protect the biggest Oak forest in Southeast Europe that is currently threatened by illegal
wood-cutting and arson. 6

CODE OF CONDUCT

Korres provides the Code of Conduct, entitled “Eco-Conscious Policy”, by which they
dictate their business practice at the following link:
http://www.korresusa.com/all-about-korres/eco-conscious-policy

They exercise an active commitment towards acknowledging and monitoring their
environmental impact and the environmental impact of others. They avoid the use of
ingredients that are not entirely biodegradable wherever possible, make a conscious
effort to minimize waste, recycle whenever possible, and encourage all employees to be
environmentally aware. 14

6

"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
"Eco Conscious Policy." Korres Natural Products. Johnson & Johnson Consumer Companies, Inc., n.d. Web. 2 Jan. 2013.
<https://www.korresusa.com/all-about-korres/eco-conscious-policy>.

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Korres Natural Products

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CONCLUSION

Fashion 223: Company Report
Korres Natural Products

Despite the commonplace practice of green-washing in the cosmetics and skincare
industry, Korres natural products is committed to upholding their values and codes
of conduct and maintaining transparency in their communications. Unlike
competitors, Korres goes above and beyond external environmental requirements
by following a number of Donna Meadows suggestions to create change including:
(4) the rules of the system, (3) the power of self-organization, (2) the goals of the
system, and (1) the mindset or paradigm out of which systems arise. 15
In terms of the future “Korres Natural Products is committed to the continuous
effort of meeting our customers’ needs, while improving the environmental
performance in all company activities”. 16 Korres works to continually educate team
members and inform consumers about the importance of sustainable and ethical
business practices: “The makers of Korres set a new standard by educating
consumers about their products through the use of a clear and factual ingredient
table on the label of each product. This reflects the honest and genuinely caring
approach that Korres customers have come to expect”.16

Since its inception, Korres Natural Products has been a model company that has
paved the way for a new generation of businesses in the cosmetics and skincare
industry. With their growing success and international following in the mainstream
beauty world, Korres has established a new set of standards for sustainable and
ethical business practices. They truly are an incredible company.

15
16

Fletcher, Kate. "Ethically Made." Sustainable fashion and textiles: design journeys. London: Earthscan, 2008. 61-73. Print.
"Natural formulations, maximum results." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.ca/>.

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WORKS CITED

Fashion 223: Company Report
Korres Natural Products

"All About Korres." Korres Natural Products. Johnson & Johnson Consumer
Companies, Inc., n.d. Web. 28 Jan. 2013. <https://www.korresusa.com/allabout-korres>.

"Around the Globe: Global Presence." Korres Natural Products. N.p., n.d. Web. 1 Feb.
2013. <http://www.korres.com/default.aspx?page_id=238>.

"Behind the brand: George Korres." Kit blog. N.p., n.d. Web. 28 Jan. 2013.
<http://www.kitcosmetics.com.au/blog/BEHIND-THE-BRAND-GEORGEKORRES.aspx>.

"Developing: Product Development." Korres Natural Products. N.p., n.d. Web. 28 Jan.
2013. <http://www.korres.com/default.aspx?page_id=222>.
"Eco Conscious Policy." Korres Natural Products. Johnson & Johnson Consumer
Companies, Inc., n.d. Web. 2 Jan. 2013. <https://www.korresusa.com/allabout-korres/eco-conscious-policy>.
"Korres." Facebook. N.p., n.d. Web. 28 Jan. 2013.
<https://www.facebook.com/korres?fref=ts>.
"Korres." Twitter. N.p., n.d. Web. 28 Jan. 2013.
<https://twitter.com/KORRES_OFFICIAL>.

"Korres." Sephora. N.p., n.d. Web. 28 Jan. 2013. <www.sephora.com/korres>.

"Korres Natural Products SA (KORRES) - Financial and Strategic SWOT Analysis
Review." New Market Report. N.p., n.d. Web. 28 Jan. 2013. <http://www.prinside.com/new-market-report-korres-natural-products-r2974810.htm>.
Fletcher, Kate. "Ethically Made." Sustainable fashion and textiles: design journeys.
London: Earthscan, 2008. 61-73. Print.

"How we Started: Timeline." Korres Natural Products. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=198>.

"How we Started: Lena and George Korres." Korres Natural Products. N.p., n.d. Web.
28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=217>.
"ISO 14000 - Environmental management." ISO - International Organization for
Standardization. N.p., n.d. Web. 28 Jan. 2013.
<http://www.iso.org/iso/home/standards/managementstandards/iso14000.htm>.
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"Natural and Organic Cosmetics." Ecocert - Certification body. N.p., n.d. Web. 28 Jan.
2013. <http://www.ecocert.com/en/natural-and-organic-cosmetics>.

"Natural formulations, maximum results." Korres Natural Products. N.p., n.d. Web. 28
Jan. 2013. <http://www.korres.ca/>.
"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013.
<http://www.korres.com/default.aspx?page_id=235>.

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