Fall Greetings!

Anyone else struggling with how fast time is flying by? How did it go from “Happy Earth Day” to “Happy Black Friday/Cyber Monday Day”?!?  Seriously?  So okay, the holidays are upon us, whether we’re ready for them or not!

So way back in April (!), we had our Earth Day Tree People event. We were able to plant two groves of trees (each grove has five trees).  I’ve attached some photographs showing you our certificate honoring your support, and the plantings and such. We were very excited to be a part of the Earth Day event, and hope to do it again next year with even greater results. Mark your calendars for Earth Day 2014 and come help us plant even more trees!

Now back to Black Friday and Cyber Monday – I always struggle with these new “special” days, but they have become a fixture now. It’s great for sales and fun events, but it sometimes feels like they take the simple joys out of the holidays. But they do bring their own energy and excitement!  So we have embraced them, along with everyone else, and to that end, we are once again having another DeVita Black Friday – Cyber Monday Extravaganza!  We will be offering 30% off our entire website starting Black Friday and going through Cyber Monday!  Make sure to stop in to enjoy DeVita’s deepest discounts of the year!

Okay, now back to musing at the swiftly passing year!  2013 has been an especially busy one for DeVita. If you have been staying connected with us on Facebook, Twitter and getting our e-newsletters (hope you have been!), then you know that we are preparing to launch our brand-new baby line – Oh My DeVita Baby. We have been having so much fun giving birth to our cute little babies! They truly are a delight! We had so many of our DeVita fans ask us about doing a baby line, so we finally did it.  Now you and your baby & kids can enjoy safe, vegan, paraben free skincare!  Creating this new line has been quite involved.  We have had to create all new formulas, packaging, websites, Facebook page etc. etc. Hopefully you can find some time to visit our Oh My DeVita Baby Facebook page and give us a LIKE and share with your friends, Tweet etc – and watch for the website to go live. We are expecting a January 2014 delivery. I think right now we are experiencing some Braxton Hicks contractions!

So as another roller coaster year rushes past, I think we all wish that we had somehow “felt” it more – relished it more. Paid more attention. Been more present. Today, being the 50th anniversary of JFK’s assassination, it seems even more important.  The paying more attention part. Being more engaged. Because it really is so fleeting, this life that we all are blessed with. Such a brief time, and never knowing when our last curtain call will be. We really are just on loan to one another. So as we get ready to rush into yet another holiday season, and finish off another year, I wish for you (and me too!) more paying attention, more being present (less shopping for presents!), and more appreciation for the loved ones in your life and the simple pleasures of simply being.

Deep breath in, deep breath out – let the holiday madness begin!

xo, DeVita

Happy Earth Day!

earth_email

Happy Earth Day!  April 22, 2013 – can’t believe it is APRIL – anyone else suffering from whiplash due to how fast this year is going by?!?  The phrase “catching up” is taking on a mystical quality – some never achieved, lofty goal that is always dreamed of… that carrot out in front we keep chasing!  In my mind I’ve blogged every month since New Years day… well I started to anyway.  sigh.  But today I carved out some time on the side, away from the too busy days at work, so I can sit quietly and FINALLY get one finished.  Saved it for the very worthy cause of EARTH DAY!  Fitting, I think.  Lots of wonderful things have been happening for us at DeVita in 2013.  Hopefully your 2013 has been positive as well, and hopefully you have been following us on Face Book (LIKE us cuz we LIKE you!), Twitter and receiving our e-newsletters ( http://www.devitaskincare.com/list/).  If you have, then you know all about our exciting involvement in the first-ever total Vegan/Veg fashion show for New York Fashion week this past February.  Vaute Couture, a vegan Fashion House, selected our absolute minerals color cosmetics to be the color line worn by all their runway models.  CNN and more covered this show, and it’s importance in the vegan movement – quite an honor to help and support this great cause.  We also had a very successful showing at the recent Health and Wellness Expo West in California.  The interest and excitement in DeVita was incredible!  Plus we have been busy with many other fun and exciting new products and projects as well – so for us the question has 2013 been Lucky “13″ or Unlucky “13″ – well we have to vote LUCKY 13!  We are so grateful!  :o )

Of course there have been some very “unlucky” things happening out side our immediate world, especially recently (Blessings to Boston – too horrible to believe).  Evil abounds no matter the year, and it is how we face the next day that truly defines us all.  Thankfully, our next day is EARTH DAY 2013.  We are choosing to focus on a positive action – TREE PLANTING!  We are very excited to work with TreePeople (visit http://www.treepeople.org to learn more) this Earth Day, and with your help, plant a nice big DeVita Grove in honor of our planet and our loyal customers!  For over 40 years, TreePeople’s tree planting mission has been to inspire, engage and support people to take personal responsibility for the urban environment, making it safe, healthy, fun and sustainable and to share the process as a model for the world.

So we are asking everyone to shop with us on line for Earth Day tomorrow (4/22/13).  We will count our sales for the day, and buy as many trees as we can based on our on line sales activity for Earth Day 2013.  TreePeople will send us a certificate noting how many trees they planted in the name of our Loyal DeVita Supporters and we will share that with you. So how big can we make our DeVita Grove?  Shop with us tomorrow, big or small, from Midnight to Midnight – it all counts toward our goal to plant, plant, plant!!!  We give thanks to you all, and to our beautiful planet – here’s to giving her more trees on Earth Day!!!

Earth Day factoids:

*First Earth Day was April 22, 1970.

*Earth Day founder – Senator Gaylord Nelson

*The first Earth Day led to the creation of the United States Environmental Protection Agency and the passage of the Clean Air, Clean Water, and Endangered Species Acts.

*1970 fifteen-year-old Andy Lipkis is inspired to plant trees in a meadow nearby where he attends summer camp – this is the beginning of TreePeople.

See what one little positive action can do?  Amazing…  Happy lucky 2013 Earth Day!

 

Our Goal and The Progress Real Time Data:

100%  10 of 10

xo, DeVita

 

Holi-DAZE

SO another year is coming to a close… and as it does, we all start to experience that Holiday rush, a kind of #Holi-DAZE, as I like to call it. That state of being bewildered, overwhelmed and over booked, which creates that “deer in the headlights” feeling that slowly comes over you as the minutes count down to the Big DAY(s)! That worry about not getting “it” all done builds, until you feel like you are in a DAZE – a Holi-DAZE! Of course, some of the Holi-DAZE can be attributed to the near diabetic comma that occurs from all the increased sugar and carb consumption (!) – OMG! But overall, I think it comes from our self-imposed, insurmountable “TO DO” list that we all have – I know mine is out of control – as usual! Why do we (I) do this?!? Must like it, I guess!

Well, here at DeVita we are all suffering, to various degrees, from Holi-DAZE. So, I thought I would try to pause for a moment and reflect on all that the year has brought to us as a company, and a country. Perhaps in reflecting, I will help to clear away some of my Holi-DAZE, and maybe some of yours, too (or not!).

2012 brought us some tragic losses, like Whitney Houston (what a voice!), Michael Clarke Duncan (what a voice!), Larry Hagman (I Dream of JR!), Ambassador Chris Stevens (what a waste!), Hurricane Sandy (omg!) and the Connecticut tragedy (no words). But it also brought us terrific wins, like our Fierce Five women’s gymnast team taking home the Gold in the London games, American Idol Phillip Phillips (love his song Home!), and DeVita being named on the Inc. 500/5000 Fastest Growing Companies list, plus being certified as a Woman Owned business (YAY!), and naming our first ever Face Book Fan Winner – Kristin Kozlowski (she won a $170. Evening Essential gift set!) – you gotta LIKE that! 2012 also brought us the California GMO initiative (we almost won – NO GMO’s!), William and Kate expecting, Gangnam Style, with it’s crazy win on YouTube hits (not deserved at all, in my humble opinion, as he also sings about how he hates all Americans and wants to kill us all! Well, thanks so much, Psy!). What else – #Iphone5 and #IPad3 came out and … (wait for it…) DeVita’s mythical BB Cream – Moisture TINTS spf 15 made it’s debut just the other day (gasp!). Well, now I’m certain the Mayan prediction of the end of the world #12.21.12 must be true! HA! Let’s see if we make it through tomorrow (I’m pretty sure we are stuck here!).

Seriously though, don’t let your Holi-DAZE blind you to what is really important this time of year. Try to stand back and take at least one deep breath and give thanks for the ones you love and all that is good in your life. Sometimes, the best gift we can give ourselves is the appreciation of the here and now. Do yourself a favor and turn off the news, and precious electronics for a little while, and try just connecting with the here and now –– We here at DeVita give thanks for all of you right now! Merry and Happy Everything to All and to All a good night! See ya next year (unless those clever Mayans were right)!!!

xo, DeVita

Happy Thanksgiving!

Well, suffice it to say, things have certainly evolved since the first Thanksgiving
celebration back in 1622. The pilgrims were giving thanks for surviving their
second winter in America. That first winter of 1621 was tough – 46 out of 104
pilgrims died. SO – they were indeed truly thankful that they had survived! They
enjoyed a bountiful harvest, thanks to their new best friend, Squanto (the Indian
who taught them how to survive in the new land) and they were thankful to just
be alive. Nowadays, we are thankful for stretchy pants that allow us to eat
ridiculous amounts of food all day long, back-to-back football games and Black
Friday! Yes, we are very, very spoiled; even the poorest among us has it easier
than those pilgrims who first settled America’s rich, savage land.
Now it took us a while to nail down the fourth Thursday in November as the
official Thanksgiving Day. But with the help of the Retailers Association (oh yes
– even back then commerce had a hand in the evolution of this day! Black
Friday and Cyber Monday may be new terms, but holiday shopping mania has
been around for ages!), and several presidents – George Washington, Abe
Lincoln, and finally Franklin Roosevelt – we now have the Happy Thanksgiving
day we all know and love.
So as you adjust the waistband on your jeggings to better accommodate that
second helping of pecan pie (giving thanks for the invention of elastic and
spandex!), remember to be thankful for all the good things in your life, big and
small. And perhaps you take time to commit a random act of kindness and
giving – you know – the ones you always think about doing, but don’t get around
to as often as you should (anonymous plate of cookies left at the Fire Station,
visit to a rest home, gift card for a Thanksgiving meal to someone in need…).
These are not big things, but they give you a sense of bonding with your fellow
humans, and this is perhaps our greatest gift to be thankful for – our ability to
care about one another. After all, if it was not for Squanto taking time to care
about the first pilgrims, we may never have made it. Now in reflection, he may
have wished he had not cared so well for us, all things considered (!), but the
fact remains that he did care for his fellow human beings and saved them/us.
So the first big THANK YOU occurred back in 1621 – and it continues today –
DeVita sends a big loving and caring THANK YOU out to all our loving and
caring supporters. We could not have survived without you, and we have
flourished because of you. So simply and sincerely – THANK YOU!!!!!

Inc. Magazine Unveils Its Annual Exclusive List of America’s Fastest-Growing Private Companies—the Inc.500|5000

DeVita Natural Skin Care Ranks No. 2077 on the 2012 Inc. 500|5000

with Three-Year Sales Growth of 127%

NEW YORK, August 24, 2012Inc. magazine has ranked DeVita Natural Skin Care on its sixth annual Inc. 500|5000, an exclusive ranking of the nation’s fastest-growing private companies. The list represents the most comprehensive look at the most important segment of the economy—America’s independent entrepreneurs. DeVita Natural Skin Care joins Yelp, yogurt maker Chobani, Giftcards.com, KIND and famed hatmaker Tilly’s, among other prominent brands featured on this year’s list.

“We are honored to be recognized by the Inc. 5000 list this year. It’s a true testament to our desire to stand apart from other brands on the market with high quality and all-natural ingredients,” says Cherylanne DeVita, Ph.D., President and CEO of DeVita Natural Skin Care. “Our passion for skincare that caters to all skin types, including sensitive skin, shows and continues to be the reason why we are the fastest growing all-natural, 100% paraben free, PETA Certified, vegan cosmeceutical skin care line in the country.”

In a stagnant economic environment, median growth rate of 2012 Inc. 500|5000 companies remains an impressive 97 percent. The companies on this year’s list report having created over 400,000 jobs in the past three years, and aggregate revenue among the honorees reached $299 billion.

Complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found at www.inc.com/5000.

“Now, more than ever, we depend on Inc. 500/5000 companies to spur innovation, provide jobs, and drive the economy forward.  Growth companies, not large corporations, are where the action is,” says Inc. Editor Eric Schurenberg.

For more information about DeVita Natural Skin Care please visit www.devitaskincare.com, or to coordinate an interview with Cherylanne DeVita, please contact Leesa Raab at leesa@adinfinitumny.com or 212.693.2150 x314.

 

DeVita Natural Skin Care

DeVita Natural Skin Care and Color Cosmetics is wholly owned and operated by Cherylanne DeVita, Ph.D., President/CEO, and is a certified woman-owned business by the Women’s Business Enterprise National Council (WBENC). DeVita International Inc. offers over 100 different DeVita Natural Skin Care products, absolute minerals™, a complete line of revolutionary aloe-infused mineral color cosmetics, and DeVita Rx, a professional line of skin care products sold exclusively through licensed professionals. DeVita Natural Skin Care and Color Cosmetics are available in exclusive medical spas, physician’s offices, natural retail stores throughout the United States and Canada and in many different countries. They also are available online at www.absoluteminerals.com, www.devitaskincare.com and www.devita.net.

 

More about Inc. and the Inc. 500|5000

 

Methodology

The 2012 Inc. 500|5000 is ranked according to percentage revenue growth when comparing 2008 to 2011. To qualify, companies must have been founded and generating revenue by March 31, 2008. They had to be U.S.-based, privately held, for profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2011. (Since then, a number of companies on the list have gone public or been acquired.) The minimum revenue required for 2008 is $100,000; the minimum for 2011 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Companies on the Inc. 500 are featured in Inc.’s September issue. They represent the top tier of the Inc. 5000, which can be found at www.inc.com/500.

About Inc.

Founded in 1979 and acquired in 2005 by Mansueto Ventures, Inc. is the only major brand dedicated exclusively to owners and managers of growing private companies, with the aim to deliver real solutions for today’s innovative company builders.  Total monthly audience reach for the brand has grown significantly from 2,000,000 in 2010 to over 6,000,000 today.  For more information, visit www.inc.com.

 

About the Inc. 500|5000 Conference

Each year, Inc. and Inc.com celebrate the remarkable achievements of today’s entrepreneurial superstars—the privately held small businesses that drive our economy. The Inc. 500|5000 Conference & Awards Ceremony brings together members of the Inc. community, both a new class of Inc. 500|5000 honorees and the list’s alumni, for three days of powerful networking, inspired learning, and momentous celebration. Please join us October 3–5, 2011, at the JW Marriott Desert Ridge Resort & Spa in Phoenix, Arizona. For more information about the 2012 Inc. 500|5000 Conference & Awards Ceremony and to register, visit www.inc500conference.com or call 866-901-3205.

 

Rockin’ that Vegan Thing!

      114 today in Arizona – that’s HOT – and we have continued hot, with widely scattered HOT expected till October!  In fact, it’s too hot to write much!  So I figured what better way to embrace all this HOT, but to celebrate one of our HOTTEST DeVita Diva fans – Gretchen Menn!!!

      We love our honey-vegan, rock star guitarist Gretchen, and she loves us right back!  She has graciously shared her talented self with us, and we are sharing her with you!!!  She is featured on our Home Page modeling a very HOT avant-garde red “jacket”, photographed by Larry DiMarzio. It looks like real leather…. But, have no fear little animals, it’s not!  It’s totally vegan and comes from a company called Mother of London.  Gretchen also has a great video featuring her Oleo Strut – check it out – http://devitastyle.com/home/  – Impressed?  We were!  You can see more of her talented self at www.gretchenmenn.com.  That beautiful face is protected by our DeVita skin care products, and she has also been getting to know and love our new absolute minerals color cosmetics line too – Gretchen recently told us – “As a vegan who is also a performer, it can be very challenging to find makeup that works for my ethics as well as for the stage and camera.  DeVita has been my favorite skincare for years, and I’m overjoyed now to be able to get DeVita cosmetics, too!”

   We have been hearing a lot of great compliments on our absolute minerals color cosmetics line (thank you!).   People are really responding to the high level of luxury, elegance and performance found in our natural color line.  It really is the natural version answer to the high-end department store brand of cosmetics.  All the prestige, none of the pollutants!   We really have made it possible to safely enjoy cosmetics again – you truly do not have to poison yourself to be pretty!   And when you need to do some discreet “repair work” after a fine dining experience, you don’t have to be embarrassed by what you pull out of your handbag, because DeVita has proven that natural beauty does not have to come in a burlap bag, or cheap plastic tube!   So whether you are on the stage, like our Gretchen, or just having a nice dinner out with that special someone – Remember: Natural girls can still have style and grace, even while protecting their face!

      So stay cool and classy for what is left of this hot rockin’ summer!

      xo, DeVita

The Truth About DeVita

Hi DeVita Facebook Fans!

Recently a competitor’s advertisement was posted on our Facebook page in the form of a “review”.  This came as a bit of a shock to us, as we would never consider doing such a thing to another cosmetics company.  We are certain our competitors would not appreciate our site/products being advertised on their site, nor would they appreciate our biased reviews of their competing products.  We would naturally find their products inferior to our products; just as the “review” posted here favored the competitor’s products over ours.  What a surprise!  This type of biased “review” has a conflict of interest.   When you have your own product line, you can no longer give credible, impartial reviews about other lines – it is not possible.  So it was no surprise that the “review” that was posted was not positive, nor factual, and that the “reviewer” recommended their company’s sunscreen as the #1 product to buy over ours (wow – what a shock!).  If we were to return the “favor” and review their products, we would have just as many research supported negative claims against their chemical formulations as they have against our natural formulations.  But please know we are not interested in getting into a back and forth here, since we too would have the same conflict of interest.  We love our products and how they feel and perform better than their products – surprise!  But we can agree on one fact: we have different philosophies about cosmetics and how they should be made.  We have specially trained chemists who are authorities in the field of creating natural cosmeceutical formulations.  These experts have created our effective physical (not chemical) barrier sunscreen formulas, which are very carefully tested.  Our lab is FDA regulated and follows standard empirical protocol.  With these procedures in place, we ensure a safe, natural product with an effective preservation system.  But because the competition does not understand our specific type of natural chemistry, and cannot duplicate it, they claim it can’t work.  That is not a logical conclusion.  Our formulations have been working successfully for over 10 years now.  Our chemists are experts in this field and have successfully been producing superior, award-winning products that our fans LOVE!  The competition stated they are “curious” as to how we do it – we bet they are!   It is called “proprietary information”; just ask Apple how they do it, or the Colonel!

As DeVita and the natural movement gains more popularity, these types of “reviews” are to be expected – just remember – there is no way to have your own skin care line and maintain the ability to impartially judge other lines.  The motives become sadly obvious, which is why we are choosing to just let it go after this rebuttal.  We have faith our satisfied fans will continue to appreciate the fact that we do not use harsh chemical ingredients that add to the body burden.  We know you appreciate our expertly crafted natural chemistry formulations, which we have been producing for more than 10 years now.  We are proud and honored by your support and by the awards and approvals of EWG/Skin Deep, Leaping Bunny, Natural Solutions and others.  We thank you.

With all that said, we now must clear up some of the major untruths in the “review” which some of you may have read and be confused about:

1. DeVita solar formulas are “water based” – Not true – Our solar formulas are ALOE BASED – which is absolutely not the same thing as water based.  Although chemically there is a high percentage of water in aloe, this does not mean that the product is water based.  There are vast differences between aloe and water (fill a fish tank up with Aloe and then fill it with fish – see how they do!).  But even tho fish can’t swim in it, Aloe is still amazing!  It has superior anti-bacterial properties (a proven healer); it is an excellent natural moisturizer and a most effective carrier (4 times deeper and faster than water), providing time-release properties.  That is why we use our certified organic Aloe Vera as a base in most every product we produce – it is truly a “wonder” ingredient!

2. DeVita does not show complete ingredient lists – Not true – DeVita lists all ingredients in order of their percentages, in the standards set forth by the International Nomenclature of Cosmetic Ingredients.

3. DeVita does not use dates – Not true – We absolutely do track and date all our products.  Each product carries a batch code imprinted on it.  If you have a product, you can call in and read us the batch code (located on the top tube crimp area for the solar tubes) and we will tell you the exact date and batch it was made from.  This is an industry standard coding practice not exclusive to DeVita. You can also source the batch code key in our FAQ’s.  The PAO (Period After Opening) for our solar products is 24 months.  Assuming you are buying from a reputable store that turns it’s inventory normally, you would expect to have a 2-year shelf life for our solar products.   As to “fungi” in any of our solar products, our lab is FDA regulated and follows standard empirical protocol, and we have our own GMP high standards set in place.  We follow food grade guidelines, and we do on-going random microbial testing.  We do accelerated heat stability studies on each and every formula before approval.  We test for 28 days at temps up to 140 degrees, along with standard microbial testing.  We do this to ensure that our formulas are maintaining their integrity standards.

4. Zinc oxide causes acne – Not true – Zinc oxide is actually known for its healing properties and it not an acne irritator.  It is the best type of physical sunscreen to use if you are breakout prone, and for many it is the only one they can tolerate, including Dr. DeVita!

5. Preservatives must be synthetic chemicals to work – Not true! – We totally disagree with this premise and it again underlines the core differences in philosophies between natural and synthetic cosmetic chemistry disciplines.  Aloe vera, the base of the product, is an excellent natural preservative/anti-bacterial when used as a part of our Preservation System, as is Vitamin E, Grape seed extract and healing Allantoin.  Also key is careful pH balancing.  Preservation is never just one single ingredient to us, it is a system of ingredients that work together to support and protect the formula as a whole.  You cannot look at just one ingredient separately; you must look at the formula as a whole support system.   We do not have a need for the reviewers so called “robust” preservative system (hint: robust is code for toxic chemical preservative! Yikes!).  Also our manufacturing structure is for short production runs, based on inventory velocity, which, although more costly, keeps our product from sitting in a warehouse for an untold length of time before moving into distribution.

Ok – I think we have covered everything pertinent here.  However, unlike the “reviewer”, we encourage you to do your own homework.  Please do look up the great 14 letter preservatives, not to mention Retinyl Palmitate (#8 on skin deep!) that are in the “reviewers” solar product, which they so highly recommend as #1, and then check out the ingredient lists in all the other products they recommended as well – very eye opening.  We don’t think natural is ever “average”, and we think you’ll agree with us on that.  So go natural, go DeVita!  Proud to be 100% Paraben Free and Vegan – TRUE!!

xo, DeVita

Independence Day 2012

Just a few thoughts as we get set to celebrate the 4th of July tomorrow – Images of backyard BBQ’s, hot dogs (vegan if you’re me!), apple pie, Uncle Sam, Old Glory and fireworks!  All very Norman Rockwell. But if you have some spare time before or after the BBQ, take a moment to research George Washington and the Revolutionary war.  Remember all the effort and sacrifice that was made so that we can eat those hot dogs (vegan or otherwise!), and say what ever we want about our leaders, good or bad, without fear of persecution.  We should never forget what so many in our past gave, so that we could call ourselves “Americans” and enjoy our freedom, which came at such a high price (not so free!).  Have a happy and safe Independence Day, and to better understand those weird guys in the wigs, check out Thomas Paine’s bestselling pamphlet “Common Sense,” published in early 1776 – well worth the quick read – Happy Independence Day!!!  Huzzah!

Hot Sun, Burning Topic…

When summer rolls around, invariably there are a rash of sunscreen “terror” articles.  And it seems this year was no exception.  The research causing concerns this year comes out of the Missouri University of Science & Technology.  Now we are big supporters of valid, substantiated research and development.  We are constantly striving to learn, grow and improve as needed.  However, this time, as in the past, it seems the research testing here was preliminary at best. But, no matter how preliminary the “possible” findings are, this type of research sparks a plethora of articles with very scary titles, such as – Sunscreen ingredient may pose skin cancer risk, researchers find” – (omg – now I have to worry about my trusted sunscreen too?!?  Plus lead in lipsticks (!), GMO’s, AND running with scissors…!!!). Of course these article titles are great attention grabbers, and they are really good at causing a sensation, but ultimately, I think they cause more harm than good.  Especially when a very important qualifying word gets left out of the scary title – that missing word: “Nano”.  This one word qualifies the whole article to be about a specific type of ingredient technology – nanoparticle zinc oxide to be exact.  But the article title did not include that word, and so consequentially, safe, non-nano zinc oxide gets a bad rap too – guilt by association (this is the same type of thing that happened two years ago with our very safe plant based Vitamin A – which is NOT a danger – the research even stated that plant based Vitamin A was safe, but the damage was done and now everyone is terrified of Vitamin A in any form – omg!).  And so then calls come flooding in with concerns about our safe, non-nano DeVita solar products, and so then rebuttal blogs must be written, and stands must be taken, dogs must chase cats (…and I’m thinking about running with scissors right about now!) aaaahhhhh!

OK – so here are the basics of the research (wonder no more!), as quoted from the afore mentioned article from MUS&T News & Events page May 7, 2012 9:41 AM.

“Ma studied how human lung cells immersed in a solution containing nano-particles of zinc oxide react when exposed to different types of light over numerous time frames. Using a control group of cells that were not immersed in the zinc oxide solution, Ma compared the results of light exposure on the various groups of cells. He found that zinc oxide-exposed cells deteriorated more rapidly than those not immersed in the chemical compound.

Even when exposed to visible light only, the lung cells suspended in zinc oxide deteriorated. But for cells exposed to ultraviolet rays, Ma found that “cell viability decreases dramatically.”

When exposed to ultraviolet long-wave light (ultraviolet A or UVA) for 3 hours, half of the lung cells in the zinc oxide solution died. After 12 hours, 90 percent of the cells in that solution died, Ma found.”

“More extensive study is still needed,” May say’s. “This is just the first step.” In the meantime, Ma advises sunbathers to use sunscreen and to limit their exposure to the sun. “I still would advise people to wear sunscreen,” he says. “Sunscreen is better than no protection at all.”

SO – there it is. Again, the main point to note is that this study was about NANOSCALE ZINC OXIDE, which is a very specific type of technology (ingredient) that DeVita does not use.  This point alone makes all the difference.  Period.

And while this research might be unclear  – one thing remains crystal clear: Skin cancer is a proven killer, and not wearing sunscreen can contribute to skin cancer.  Just remember the final recommendation given by the researcher:  “Sunscreen is better than no protection at all.” Just make sure your sunscreen protection is a natural, non-nano product like DeVita.  And also be sure to wear a hat, and sunglasses, and stay out of the direct sun from 10am – 2pm… and, oh – wear your seatbelt, eat lots of organic fruits n’ veggies, and make sure to get enough sleep, don’t smoke or run with scissors (or run with scissors while you smoke!) … but most importantly – Wear Sunscreen!

(I just loved that song!)

Here’s to a safe and protected summer everyone - 

xo, DeVita