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Back To Basics

Vitamin C face cream? Coconut oil soap? A growing number of entrepreneurs are cleaning up by going au naturel.

This story appears in the April 1998 issue of Entrepreneur. Subscribe »

Last year's cinematic odes to the '70s, "Boogie Nights" and "The Ice Storm," depicted the decade in all its tacky glory--a time when polyester reigned supreme, synthetics inspired oohs and aahs, and prepackaged TV dinners delighted convenience-seekers.

But during that same decade, a few daring dissenters shunned the synthetic lifestyle and tapped into a more natural way of life. During the '70s, for example, Tom's of Maine began selling nonphosphate liquid laundry detergent, natural toothpaste, natural shampoo and, eventually, natural deodorant, mouthwash and shaving cream.

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