The process of starting an organic and eco-friendly bath and body products company like Siren of Serenity is research intensive. The research conducted on the internet, based on market trends, showed that the market place is on the brink of a new age. The market place research showed that 60-70 percent of the population is concerned about the products they are putting into and on their bodies, as well as, what effects they have on the environment.

There are good reasons for people to be concerned, when most of the bath and body products used are not eco-friendly and have a number of dangerous chemicals in them, such as:

· Acrylamide: Used to manufacture contact lenses, soaps, and cosmetic products.

· Ethlene oxide: Used to sterilize cosmetic, food, and medical products manufacturing equipment.

· Nitrobenzene: Used as a substitute for almond essence in perfumes’, lotions, and soaps. This chemical is also used in shoe and metal polishes.

· Perfluorooctanoic acid: Once used as a pesticide this chemical is now commonly used as coating for non-stick cookware, stain-resistant coating for rugs, furniture, clothing, and of course as a compound for cosmetics.

· Urethane: Utilized as a solvent for organic materials and co-solvent in the manufacturing of pesticides, fumigants, and cosmetics.

According to the Silent Spring Institute in a report published in 2007 titled “Environmental Factors in Breast Cancer” (Silent Spring Institute, Newton, MA, 2007) the above chemicals have been linked to causing mammary gland tumors in animals. The report cited that there are over 200 chemicals to be known environmental factors in causing breast cancer and that a large amount of these chemicals are used in our personal hygiene and beauty products. The Silent Springs report also noted that when these chemicals were administered in the drinking water of lab rats they were shown to induce mammary carcinomas and tumors in the mammary glands. In some cases both sexes were affected. The vast majority of these chemicals are used in a variety of products that range from cleaning solvents to pesticides. When the consumer uses a product, like lotion for instance, it is expected to be moisturizing and generally good for the human body – not something that doubles as insect poison. In the same study it was stated that, from 1973 to 1998 the breast cancer rates in the United States increased by more than 40%, “identified breast cancer risks cannot account for this escalation” (silentspring.org).

Since these ingredients aren’t ingested into the body, there is very little regulation on what can and cannot be used to make skin, hair, mouth, and nail care products. Some mouth washes have been linked to increased mouth and throat cancer. Chemicals in deodorant can greatly increase your risk of Alzheimer’s disease. Other chemicals may cause asthma, ADHD, hormonal problems, and even decreased fertility. Removing these chemicals from personal hygiene products leaves the consumer with essential oils, vital nutrients, and healthy compounds that can be trusted to produce a healthy outcome from everyday use.