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Verde Lusso starting a clean beauty movement

By Lee Green

Verde

Lusso

means “green luxury,” and the owner of the new Birmingham shop hopes to raise consciousness for beauty and health products that are friendly to both the body and the environment.

Mary Frances Dale worked in Washington for a women’s advocacy group, and later for a beauty company focused on “clean beauty.”

“It was really surprising to learn about the ingredients in so many U.S.-government-approved products that are toxic to both human health and the environment,” said Dale. “I learned more about the clean beauty movement and got to know the brands that achieved the highest standards for ingredient safety… but

Ingredients:

1/2 cup almond butter

1/4 cup maple syrup

1/2 teaspoon pure vanilla extract

3/4 cup almond flour

1 scoop Agent Nateur Holi (Mane) (use code HOLIMANE15 for 15% off first order at verdelusso.com or in-store)

3 tablespoons flaxseed meal

1/4 teaspoon Himalayan salt

1/4 cacao nibs

2 tablespoons hemp seeds

2 tablespoons unsweetened shredded coconut

Directions: also feel luxurious, look fabulous and work effectively.”

1. In a large bowl, stir together the almond butter, maple syrup, and vanilla until creamy. In a medium bowl, mix together the dry ingredients: flour, Mane, flaxseed meal and salt.

2. Add the dry ingredients to the wet and mix well to combine. Use the back of your spoon to work in the cacao nibs. Use your hands to roll the dough into one-inch balls.

3. In a small bowl or on a plate, mix together the hemp seeds and shredded coconut. Roll each ball in the mixture until fully coated. Refrigerate the bites for at least 30 minutes before serving. Store leftovers in the fridge for up to one week or freeze for up to one month.

Dale is from Columbia, Tenn., and was working in Washington when she met her husband, Charles Fleischmann. He accepted a new job in Birmingham in 2020 and that’s when she shifted her focus to opening the first clean beauty shop in the state of Alabama. She opened the Verde Lusso storefront in the Avondale area this past November.

She said Verde Lusso carries products from mostly smaller to midsize companies that “meet strict standards for non-toxic ingredients.”

“If a product ingredient list includes the word ‘fragrance,’ that is usually a red flag,” said Dale. “Fragrance” is an industry word that can signify over 2,000 potential ingredients that are often toxic to human health, such as hormone disruptors and potential carcinogens. “We only carry products free of any synthetic fragrances and without toxins. Our focus is also on bringing in products that are healthy and safe for all people, including those with allergy and auto-immune issues.”

She said Verde Lusso is not just a store, “it’s a one-on-one, enjoyable, educational experience.” Dale said that customers can bring products they are using and they can recommend luxurious, clean beauty substitutes.

Verde Lusso also offers some wellness products, including holistic supplements, like herbal remedies, collagen and homeopathic remedies. None of their products contain toxic preservatives.

“My family (including 10-month-old Max) is all about healthy living and we enjoy sharing ideas with others,” said Dale.

Verde Lusso also prides itself on carrying products that are environmentally friendly. “Most of what we carry is plastic-free or limit their plastic waste.” she said. “Our products feature healthy and safe ingredients, including high-grade botanicals that are all organically farmed and sourced.”

Dale still blogs regularly about clean beauty on the company’s website www.verdelusso.com and customers can order from the online shop.