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Meet Five of LA’s Coolest Natural Beauty Gurus

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One of the best things about living in LA is our town's relatively progressive attitude toward getting the synthetic crap out of not only our food, but cosmetics and beauty products as well. Sure, all those preservatives and junk make pigments rich and helps product stick, but they're actually doing far more harm than good, and entrepreneurial female Angelenos are working hard to saturate the market with more natural, holistic options when it comes to beauty and skincare.

There's a new crop of women leading the pack, and here's a roundup of the top natural beauty mavericks in LA right now. From night creams to deodorant to good old-fashioned beauty advice, there's a little something for everyone on this list. Going natural doesn't mean you have to compromise on quality or effectiveness, and in the long run, you're doing better by yourself and the environment. We asked them all the same question: What does natural beauty mean to you? Scroll through to find out what they had to say.