Move over The Body Shop: the latest bodycare brand to tout its politically correct credentials is Pure Fiji (
purefiji.com). Based in the Fijian capital of Suva, the company has won kudos of late for its all-natural products. Celebrities such as Rachel Hunter and Rosanna Arquette have been pictured enjoying its sugar rubs and coconut massage oil, while hip boutiques such as Fred Segal in the U.S. have started stocking the range.
If Pure Fiji's products leave you feeling good, so will its relationships with the community. Since its founding 10 years ago, the company has trained villagers in the Namosi Highlandson the main Fijian island of Viti Levuin the preparation of plant extracts and the natural paper used in Pure Fiji's packaging. The company also funds scholarships for its employees' children.
The good works haven't gone unnoticed. The Fijian government has twice named the company Exporter of the Year. Business is booming, too: co-director Andre Austin says the company opened a new factory last year to cope with increased demand, and will be launching a facial line in the very near future. That ought to give the term "fair trade" an even better complexion than before.
