The Colorado-based beauty products retailer TMK Beauty has launched a new website that is to go live January 20 onwards as part of its mission to sell healthy, toxin-free beauty, skin-care and make-up products.

According to Kathryn Murray, founder of the company, the e-tail site has been launched in answer to growing consumer concerns regarding the dangers present from the use of present day cosmetics. A lot of potentially harmful formulations were also being sold by online retailers alongside natural and organic products.

With 20 years of experience in cosmetics, marketing, PR and mobile technology, Murray reckons herself to be a veteran in the area.

The website is advertised as a convenient way to shop for healthy and toxin-free products.

"The products have been chosen from various cosmetic companies with careful attention to formulation," asserts the TMK Beauty team.

The beauty company guarantees its products to be free from sulphates, parabens endocrine disruptors and petrochemicals.

The site includes brands like, Lily Lolo Cosmetics, Pure and True Skincare, Suki Cleansing Lotion, Lauren Brooks Foundation, etc. instead of the usual top names found in the US’ big department stores.

Prior to the site’s launch, beauty brand Revlon announced that it will plan on limiting ‘toxic ingredients’ from its products this year.

According to an Environmental Working Group (EWG) press release, Revlon has totally stopped using isopropylparaben, isobutylparaben and DMDM hydantoin, a formaldehyde releaser, in its formulations and is planning to remove quaternium-15 also from its list.

"We are pleased that Revlon has acted to remove these toxic ingredients. We hope that other companies will follow Revlon’s lead by reformulating their products to remove chemicals that have been linked to serious health problems," said EWG executive director Heather White.