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Oway Agricosmetics launches in SA

Jo-Ann Strauss

Italian natural & organic brand, Oway Agricosmetics, has launched its hair care products in South Africa.

The brand is being distributed by a division of JSE-listed Long4Life. Said brand manager, Charmaine Joubert: “Oway is a lifestyle brand and its principle of ‘The organic way’ is evident in the virtuous circle of choices and actions that it puts in place to improve the well-being of the Earth and its inhabitants, at every stage of the product life cycle.”

Joubert was speaking at a recent launch held at Four Seasons Hotel The Westcliff in Johannesburg. MC for the evening, popular presenter and businesswoman, Jo-Ann Strauss, explained how Oway sources ingredients from its own farm, Ortofficina in Bologna, Italy.

She continued: “Oway adheres to the biodynamic method as the purest and most effective type of cultivation. This is free of pesticides, herbicides, insecticides and synthetic fertilisers used in conventional agriculture and respects the plant and the environment by following three fundamental principles. The first is to maintain the fertility of the land, secondly to keep plants healthy without using any chemical substances, and finally to produce very high-quality ingredients extremely rich in active ingredients and nutrients.”

Strauss explained that zero-mile organic and biodynamic certified raw materials are combined with other carefully selected natural ingredients, like pure oils, waxes, butters and emollient plant-derived agents, and with purer and safer functional active ingredients. Aggressive and potentially harmful synthetic products are replaced by natural and more gentle alternatives.

“Oway has activated the cooperation with international networks of fair trade purchase to support the development of the poor countries of the world. It enriches its formulas with butters, oils and exotic active ingredients rich in nutrients. All our products are made using plant-derived active ingredients from precious plants coming from countries like Africa, South America, Indonesia, Indochina and aboriginal Australia. The brand is not tested on animals and has PETA Cruelty Free certification. Packaging is only in glass and aluminium and completely recyclable materials,” concluded Strauss. (Report by Joanna Sterkowicz)


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