Mother's Choice is creating the next generation of personal care products scientifically proven to be healthy, safe for use and 100% natural.

Furthermore, the cost of production is significantly lower than existing natural labeled products. Based on extensive research that climaxed in a scientific breakthrough, Mother's Choice is launching a cleansing platform that will change the personal care market and create the new standard for personal care products that are scientifically proven to be healthy and safe for use.

As a strategic decision Mother's Choice will focus on baby care for its initial market penetration. Mother's Choice is currently privately funded and was founded in 2007 in Israel by a group of veteran marketing executives that teamed with leading scientists to create a new standard for personal care products where health and safety are uncompromised.

In order to guarantee Mother's Choice products are 100% safe, 100% natural and 100% biodegradable the company is conducting joint research with leading academic and research institutes:

• Joint clinical research at the pharmaceutical department of the Ben Gurion University with active involvement of global experts in the field of drug delivery systems and chemical substances effects on human use
• Joint research with environmental experts and the Israeli Volcani center
• Consumer focus group studies

The company has based its R&D and labs on the premises of 2 world renowned scientific and academic institutes; the Hebrew University of Jerusalem (formulation R&D lab) and the Agricultural faculty of the Hebrew University based in Rehovot (components R&D lab).

Mother's Choice product innovation has been validated by the chief scientist office of Israel with a grant acknowledging its scientific contribution to the market.

Over the past few years it has become evident that personal care brands for babies and children that are in use in most households might not be as healthy or safe as perceived. Over the next few years, consumers will actively look for alternatives to current products to make sure they are not putting their children or themselves at risk.

A growing number of clinical research projects conducted over the past few years show a link between substances used in personal care products and a range of health issues. The most evident and recent development is a class action case against baby care products from Johnson & Johnson *. With increased consumer perception that natural = health, the 'Natural' trend in general and personal care product markets that is growing exponentially.

The combination of a high growth market for natural products**, increasing consumer awareness of the potentially harmful effects of unhealthy personal care products and initial legislation in Europe and the US are signaling a wakeup call for the entire personal care and cosmetics industry. This creates a huge opportunity for Mothers' Choice, to take the lead in a new, consumer driven, market by offering clinically proven personal care products that are 100% safe for use, 100% natural and affordable.

Mother's Choice has taken a strategic decision to focus on Baby Care as its initial market. This market it is known to yield higher profit margins, as health and safety are key purchasing considerations for mothers, the main consumers.

While the baby care market is expected to reach $8.7B by 2012**, Mother's Choice solutions are not limited to this market only. Using the core cleansing platform, the company plans to branch out to the women and elderly hygiene product markets using the same formula based solutions adapted to those markets, thereby dramatically expanding the market size opportunity.