As women living in a media-driven world, we already face unbelievably unrealistic beauty expectations. We don’t need to simultaneously harm our health and get sick in the process of living up to them.

When it comes to beauty products, the effects of ingredients can be more than skin deep. The cosmetics industry uses thousands of synthetic chemicals in its products, from lipstick and lotion to shampoo and shaving cream. In the United States, major loopholes in federal law allow the cosmetics industry to put thousands of chemicals into personal care products, even if those chemicals are linked to cancer, infertility, or birth defects. Lead in lipstick? 1,4 dioxane in baby soap? Coal tar in shampoo? How is this possible? Simple. The $35 billion cosmetics industry is so powerful they’ve kept themselves unregulated for decades.

If you peel away the less-than-lovely layers, you will realize this industry is in dire need of an extreme makeover. The good news is that while the major multinational companies fight for their right to use hazardous chemicals, entrepreneurs are developing safer non-toxic technologies and building businesses on the values of health, justice, and personal empowerment.

One of those entrepreneurs is Laura Lisenmayer, a Laguna Beach native and beauty industry veteran. Laura is on a mission to make women feel beautiful by using all natural, top-of-the-line beauty products. Despite the frightening reality of toxic ingredients in our daily lives, she refuses to sell products through fear.

Tucked away in a charming corner in Downtown Laguna Beach, lives Laura’s Roots The Beauty Underground, a boutique committed to providing the community with non-toxic cosmetics and organic beauty alternatives and personalized hair services including haircuts, organic color and protein treatments.

The specially-trained staff takes the time and care to accurately diagnose each client’s individual needs and to recommend organic, natural products to address them. Every client is seated at the beauty bar for a consultation, going through each and every product in her existing beauty routine and getting expert advice on how to “clean-up” her regimen with non-toxic options.

“It’s more about common sense and making the choice to detox your life,” Laura says. “It’s fun to find an organic, non-toxic alternative to your favorite beauty products. Enough people are seeking this that they find me now. In three-and-a-half years, my customers double every year.”

Though Roots is definitely paving the way for the cosmetics businesses of the future, Laura doesn’t want to be the only one doing this. After ten years constantly researching the best alternatives for beauty, she wants to coach other salons on how to transition. “You can’t be half in and half out. You have to be fully committed to a non-toxic beauty regimen to assist your clients in doing the same.”

While she’s a small force of nature in a multi-billion dollar industry, Laura hopes to eventually be a big one.

“I truly believe that my soul was put on Earth as a healing soul. I think of my path in the beauty industry as not shallow or phony, but as assisting women in finding their true organic beauty. By enhancing their human form, the true beauty of their soul shines through.”

Next time you find yourself in Laguna, head to Roots Beauty and detoxify your makeup process with Laura. She’ll guide you through a non-toxic cosmetic consolation and organic makeup application, an exclusive Spring offer for Poppy & Seed readers.