Beauty Without Cruelty (BWC) North American Rights and Distribution Bought by Lotus Brands, Inc.

Online, December 1, 2009 (Newswire.com) - The original Beauty Without Cruelty brand and products were developed in the UK in 1963 as part of a passion to move society beyond the torturing of animals to create personal care products. The brand continues its active role in the cruelty-free movement in the UK.

In 1989, Beauty Without Cruelty was introduced in the United States. Based on the principles of high quality, fair pricing, and environmental sensitivity, BWC cosmetics quickly became one of the industry's leading brands. Later that year, a natural skin care line was developed to compliment the color line from England. Its cruelty-free, vegetarian ethic was embraced by American consumers making it one of the most respected and recognized lines in the marketplace.

Today, Beauty Without Cruelty has a full line of cruelty-free, vegetarian skin, body, and hair care products made with the finest natural ingredients and organic aroma-therapeutic essential oils, and a full line of colour cosmetics to meet the needs of every woman.

Lotus Brands, Inc., a majority woman-owned, family business, has been a leading provider of high quality personal care products in the natural products industry since 1992. After discussions with the US-based owners of the North American rights to the BWC brand, the parties agreed that there was a great fit between the principles and values of the two companies and that Lotus Brands could provide the platform to expand the brand and its message in the future. The acquisition is effective for all orders shipped after January 1 2010. Lotus Brands will work in coordination with the Beauty Without Cruelty company based in the UK to support their mission and the colour cosmetic products sourced from there.

Scott Egide, President of Natural Resources Group stated: "I am pleased that the Beauty without Cruelty brand has found a home with Lotus Brands. This represents a positive step forward for the brand and its important message to humanity, that Beauty does not require the torture of animals."

For more information, visit the website at www.beautywithoutcruelty.com or contact Shanta at Lotus Brands. Inc.