A new generation of companies accommodate consumers looking to shun sulfates, parabens, artificial fragrances, and anything else deemed undesirable. Fast Company profiles one such company, Genexa, which has a sleep aid in its product line.

“It really inspired us to put products out there that could reduce the overall toxic effect to children and adults as well,” says Johnson. “And to bring the consumer a healthier product that they could take on a day-to-day basis that could deliver the same effectiveness, but reduce the synthetic nature of most of these products.”

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