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Benefit Cosmetics LLC

Zirh is going green, with a new product range called Zirh Natural.

The men’s grooming range, which is set to launch exclusively at Sephora in March, is a line of eight items the company claims are free of parabens, sulfates, pthalates, petrochemicals, fragrances and synthetic dyes.

The lack of these ingredients, according to Brian Robinson, president of Zirh Holdings LLC, gives the line its natural positioning, and the idea is to bolster the green product segment in the men’s prestige marketplace — especially at the LVMH Moët Hennessy Louis Vuitton-owned retailer.

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