Tuesday, June 10, 2014

Join The 5-Free Nail Polish Movement

Maybe you've heard the term 5-Free or 3-Free with regards to nail polishes and quite possibly you were too scared to ask someone to define what it actually means. Congratulations because you've come to the right place, without having to face an intimidating beauty counter to get an accurate answer. We took it upon ourselves to go straight to an awesome source for direct yet correct information on the topic. Today our friends at Londontown USA divulge! Score one for nail polish lovers everywhere. Enjoy!

The Spring 2014 Collection by Londontown USA
Shop them here.

Why is everyone joining in the 5-Free nail polish movement? What could happen to us from using normal polish that is not 5-Free?

Nail polish is generally considered to be one of the most toxic beauty products; the fumes alone give away how hazardous some polishes can be. Research has found that Dibutyl Phthalate (DBP), Formaldehyde, Toluene, Formaldehyde Resin, and Camphor harm health, are linked to cancer, asthma and a host of other dangerous conditions. In fact the known carcinogen (formaldehyde) and the two reproductive toxins (dibutyl phthalate or DBP and toluene) have been banned for use in cosmetics by the European Union since 2004. It's time US brands caught up.

Camden Chic

Research shows that chemicals like DBP and toluene can act as endocrine disruptors and impact healthy prenatal development and because girls are now exposed to them from many sources they may play a role in the increasing rate of early puberty. To make a long story short, we now have a chance to reduce our exposure to these dangerous ingredients by using 5-Free nail polish. As you know Londontown is 5-Free.

Portobello Plum

However, we didn't stop there. Besides removing the big 5 carcinogenic ingredients, our team of chemists have also removed all other harmful toxic chemicals that are typically found in nail polish. What most people don’t realize is that toxins not only affect health but they also strip nails of their natural nutrients causing them to weaken, dry and break. In addition to stripping the toxins, we infused lakur with our uniquely formulated family remedy, containing a blend of vitamins, minerals and vegetable protein, basically adding nourishment and hydration to nails while wearing polish. Our chemists have also done away with wheat and animal protein but preserved strength by enhancing with vegetable protein, keeping Londontown vegan, gluten free and cruelty free. Londontown hopes our twofold approach of removing toxins and infusing polish with healing ingredients will make everyone think twice about their health and head straight for Londontown when they are in need of a hot color!

Secret Garden Posh

What's in store for Londontown USA this upcoming year? Anything exciting readers should know about? 

Londontown has a lot of exciting things coming out this year. Fans should look out for our metallics and glitters launching Fall of 2014 and a huge surprise that we can't reveal just yet launching Winter of 2015!

This news excites us!

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