JUST the other day, a friend of mine was excitedly spouting the virtues of going organic.

She said she felt healthier, more energetic and alert.

Never mind that her grocery bill had doubled and it was near impossible to eat out at the hawker centre – what are the chances of finding organic chicken rice or laksa?

So committed was she to her lifestyle switch, she wanted my recommendations on organic beauty products – and I was stumped.

Now there’s a big difference between going full hog organic and opting for more natural beauty choices.

The latter is just slightly easier, and there are many beauty companies like Aesop, L’Occitane, The Body Shop and Origins that use natural and organic essential oils in their products.

But finding a beauty product that is 100 per cent natural or organic is a tad difficult, unless you’re whipping up your own home brew of skin elixirs and creams.

Years ago, one beauty insider told me that it’s virtually impossible for any beauty company to claim that their products are 100 per cent natural, much less organic, since most beauty products do have a large composition of water in their formula.

That body of water does need to be sterile, and that runs contrary to the natural beauty philosophy.

It’s hard to be a purist these days when so many synthetic compounds are found in our fashion and beauty products.

But I like that science is what makes products work better and complement our needs and lifestyles.

One beauty giant that marries science, beauty, innovation and creativity is, of course, Lancome.

The French beauty house is 75 this year and has pushed the frontiers in product innovation over the years since it first launched Nutrix, its first face and body moisturiser in 1936.

One of its most recent breakthroughs is Genifique, a “youth activator” that is inspired by genetic research.

Since its launch in Asia last year, 500,000 bottles have been sold in Asia alone.

Lancome has also spawned the Virtuouse Precious Cells mascara ($49), the first make-up product based on stem cell technology.

Make-up product and lash care in a tube, it promises fuller, longer lashes with defined curl – the wish list of many Asian women.

I’m already a convert of this new mascara, tough considering I never thought that Lancome could better its 2008 mascara innovation – the vibrating wand of the lengthening Oscillation, that gives even coats from root to tip.

But thanks to science and innovation, I’m loving my fuller, longer lashes.

The chunky mascara wand gives easier handling, while the patented asymmetric brush head with square cut and inverted bristles gives perfect even coats to thin and sparser Asian lashes.

The smudge-resistant formula also means no make-up streaks, not even in our hot and humid weather.

Sure you can go natural, but it’s hardly definitive for today’s modern women and not smart at all.