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Burt’s Bees is launching a full line of natural makeup products for your precious face this fall.

WWD describes the makeup expansion as the brand’s “most comprehensive beauty initiative to date.” Disclaimer: I’ve been fond of Burt’s Bees for several years, particularly its natural (whatever that means) skin moisturizers; there was a time when I wouldn’t put anything else on my face.

The Burt’s Bees Beauty line, launching in September, will include foundation, blush, eyeliner, mascara, lipstick, etc.:

Burt’s Bees worked for two years with a panel of makeup artists and trend experts to develop the products and formulations, which are derived from natural ingredients like the brand’s signature honey, meadowfoam, bamboo, and various oils such as mango, moringa and jojoba. The foundations are formulated with skin-care ingredients and are without silicones, parabens, phthalates, SLS, petrolatum, talc and synthetic fragrances. They are priced from $8.99 for lipsticks to $16.99 for foundations.

It’s a big deal that Burt’s is entering the mass retail space in part because it proves there’s demand for “better-for-you products,” according to WWD. (Burt’s previously only offered lip balm and gloss.)

“Mass retail is ripe for it — the trend started in food, and it’s just seeping through to the other aisles,” said Jeanine Recckio, beauty futurologist at MirrorMirror Imagination Group. “Brands have dabbled in [natural makeup], but a power brand like Burt’s Bees making such a large statement with a full-on collection is strategically smart and exciting.”

The line will be sold on Amazon and in Wal-Mart, Whole Foods and CVS stores, as well as ultabeauty.com.

My official reaction: Nice.