Innovative New Education Focused, Eco-centric Online Retailer Of Expert Vetted Healthy Beauty Launches

Online, February 10, 2011 (Newswire.com) - Introducing Zaega.com, the world's first education focused, eco-centric online retailer of expert-vetted healthy beauty products. A trusted source for information, advice and product recommendations, Zaega™ endorses only those health and beauty brands which meet their strict criteria of nonharming, high performing and truth telling.

Co-Founder, Melissa Christenson is a Cosmetic Chemist with a Masters Degree in Business, whose 20-year career has been spent creating innovative beauty products that solve women's hair and skin problems. In her smart, straight-talking style, she dispels myths and delivers an unbiased, credible perspective on what every woman should know about health and beauty.

The idea for Zaega™ began when Melissa recognized a need for education that was not currently being met by traditional beauty retailers. She states, "Women are confused by the sheer number of products out there, and are looking for safe, natural and organic options that really perform. Shopping for skin care can be an overwhelming experience, but it doesn't have to be."

Going green.
The green trend is booming and natural & organic beauty is no exception. According to the Natural Marketing Institute, $10 billion was spent by consumers on natural and organic personal care products in 2009, and 20% of consumers rate "having organic ingredients in their personal care products" as very important in their purchase decision.

However, consumers find ingredient labels confusing and are often misled by marketing claims. Unfortunately, greenwashing in the cosmetics industry has become commonplace due to lack of regulatory oversight.

"People are concerned about the safety of cosmetic ingredients and want to know whether their face cream, shampoo and lotions are healthy or harmful," explains Melissa. "But, unless you're a chemist, it's pretty hard to figure out on your own." Zaega.com solves that need by responsibly sourcing, and thoroughly vetting each and every product to insure it meets their strict criteria:

1.Nonharming: Is the product safe for people and the planet through its entire lifecycle?
2.High Performing: Does the product pass our expert evaluations on a variety of performance attributes?
3.Truth Telling: Does the manufacturer walk their talk?

If the product passes each of these three tests, then it is beauty you can trust™ -Zaega's promise to its customers.

Expert education.
Zaega.com delivers education via engaging video and topical articles which dispel myths, answer common questions, inspire and empower women to make healthy choices for themselves and their families.

Co-Founder and Consultant to health care systems, Anni Davis, has done extensive research in complementary and alternative medicine offerings and their integration into conventional systems. Women's health and preventative medicine are her areas of specialty. She states that the Zaega™ team of experts, including Melissa Christenson, Cosmetic Chemist, Mindy Green, Clinical Aromatherapist; Krista Kiley, Esthetician & Skin Specialist; Jenny Evans, Exercise Physiologist; and Dr. Elizabeth Klodas, Cardiologist, "are all respected authorities in their fields who provide credible content that is grounded in scientific rigor, not rumors."

Zaega™ has plans to host educational events and bring their expert advice to TV and radio programming nationwide.