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The desire for natural skin care products emerged in the late 1970s when consumers began to question the safety of chemicals used in personal care offerings. Out of this movement, a host of natural product small businesses sprung up. San Diego native, Jean Shea, BIOTONE founder and president, was among one of these early entrepreneurs. Initially, Jean created a line of natural skincare products for the health food market. When a local massage asked her to formulate lubricants for its school, Jean saw the opportunity to develop products for the massage industry.