Launched in 2006, Upurea has led the makeover of natural and organic beauty, transforming it from its outdated image of bottom aisle health-food store status to its new sleek, glamorously trendy face. Welcome to Upurea - the ultimate online destination for natural and organic beauty. Recently billed by the Toronto Star as the "green grooming mecca", Upurea strives to offer the purest, most eco-luxury personal care products available from around the world: Upurea currently represents over 40 luxury and boutique brands, and another 10 are scheduled to launch by Fall '08. In May 2008, Upurea will launch its companion site: Pure - natural beauty, the e-zine dedicated to living glamorously on the green edge of beauty and lifestyle. Near future expansion plans include brick and mortar boutique locations throughout N. America and Europe. About Upurea At Upurea, shoppers find the perfect skincare and bodycare ritual for their skin type, organically sensual fragrances, remarkable haircare and styling products, and luxurious scents for the home, all positioned within one of three categories: "absolute pure", made with only 100% organic ingredients, "natural", made with the purest, most effective ingredients derived from our Earth; and "natural science", a contemporary blend of botanicals combined with non-toxic ingredients. For those seeking a more customized approach, Head Beauty Advisor (and Director of Marketing and Brands) Alicia Read offers unique, personalized advice both via email and telephone world-wide; with her sharp sense of everyone's both innate beauty and external desires, Alicia provides Upurea with a value added personal touch.