HACKENSACK, N.J. — Cara McEvoy of Hackensack had had enough already of synthetic skin care products.
The married mother of two boys has struggled with sensitive skin her whole life – acne as a teen and dermatitis, on and off, as an adult.
For 20 years, she used Cetaphil, an acne medication.
But when she actually researched the ingredients in the lotions and creams she and her family used every day, she was appalled.
Her discontent led to Skinnocence, her company of pure skin care products , which launched this August.
McEvoy, 39, has an MBA and worked in human resources.
But she now spends her days in her high-rise, painstakingly handcrafting every item in her line.
Every moisturizer. Every face cleanser. Every anti-aging treatment.
“Skinnocence is 100 percent biodegradable,” she explained. “All the ingredients are eco-friendly. Sixty-five to 75 percent of each product is FDA-certified organic.”
Those ingredients include bioactive herbal and botanical blends, extracts, exotic oils, and anti-aging actives that smooth fine lines and wrinkles.
“My clients start to get healthy skin at a cellular level instead of just skin deep,” McEvoy said.
She calls what she’s doing Natural 2.0.
To understand that requires a bit of history.
Her original research into common commercial skin care products turned up lots of troubling ingredients, such as synthetic fillers, harsh chemicals, sulfates, and preservatives.
Like everyone else, McEvoy had heard of the breast cancer link to parabens, which are used to preserve some commercial cosmetics.
But she learned about Dimethicone, a silicone synthetic emollient in most lotions that creates a seal over the face, she said.
“It degrades the skin over time,” she added.
Yet the next generation of products, marketed as natural or organic, most certainly were not, according to McEvoy. For instance, phenoxyethanol, the substitute for parabens, is another petrochemical.
McEvoy considers her company part of the second wave of natural products that are living up to the promise of being truly wholesome.
Her products span seven skin types, with products for each.
“I call it Skinnocence,” McEvoy said, “because I love the idea of bringing innocence back to your skin.”
Today she has radiant, firm, perfectly moist skin.
As for her Cetaphil, McEvoy stopped taking it, and has never looked back.