Eating Clay Is Touted by Celebrities
By BEE SHAPIROAUG. 27, 2014
FASHION & STYLE
From the Earth to Your Mouth
Eating Clay Is Touted by Celebrities
Dirt don’t hurt.
Who would have predicted that a playground saying would become the beauty motto of the summer among a certain set? Certainly Shailene Woodley has had plenty to say on the subject.
Ms. Woodley, on a press blitz for her new films “Divergent” and “The Fault in Our Stars,” skipped the usual glossy beauty banter. Like a wood sprite, she touted the breath-freshening and body-detoxifying properties of clay.
“Clay is one of the best things you can put in your body,” she told the beauty site Into the Gloss. Later, on “Late Night With Seth Meyers,” she explained to the baffled host that she makes her own clay toothpaste and swallows it after brushing. On “Late Show With David Letterman,” she added that clay helps pass toxins.
Other celebrities have since joined her at the clay buffet. Zoë Kravitz, for one, told Us Weekly that she drank clay to help lose 20 pounds for a role. The fad has reached such a pitch that Juice Generation (the juicing chain owned in part by Salma Hayek) is introducing a one-ounce bentonite clay shot in September. It was Ms. Hayek who alerted Eric Helms, the company founder, to clay months ago.
“She is the first to whisper things to my ear, and clay was on her radar a long time ago,” he said. “Also, it’s used in beauty, and we look to the beauty world for inspiration.”
Tried and tested: A new craze of drinking clay to lose weight is sweeping Hollywood and actress Zoe Kravitz even admitted to trying it out to slim down for her latest movie role
Are they fans too? The clay, which the A-listers mix with water, is said to be rich in magnesium, which bonds with toxins and heavy metals in your body and flushes them all out. Grazia claim that Shailene Woodley, left, and Elle Macpherson, right, have tried it out
Read more: http://www.dailymail.co.uk/femail/article-2692760/Drinking-clay-new-health-trend-sweeping-Hollywood-Zoe-Kravitz-Elle-Macpherson-said-fans.html#ixzz4oUtm9R4x
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For the last six months, Juice Generation has been developing the drink, which will be sold in glass bottles for $3.95. Mr. Helms chose to skip palatable additives, like lemon or apple juice, so the selling point surely won’t be taste.
“How can I describe it?” he said. “It’s like murky water. The good thing is you can get it down in one gulp.”
If the fad is tough to swallow, it’s also nothing new.
“Clay has a long history of medicinal uses,” said Dr. Holly Phillips, an internist and medical contributor to CBS News. “The ancient Greeks and Romans touted clay’s ability to boost the immune system. Gandhi described using clay for health and purification.”
Also, kaolin, a compound in most forms of clay, was once the main active ingredient in Kaopectate, Dr. Phillips pointed out.
Though clay is high in calcium, iron and copper, Dr. Phillips would not recommend a clay-based detox. There’s “the potential of the clay being contaminated with bacteria, viruses and parasites,” she said. She also noted that “concerns have been raised about dangerously high arsenic and lead levels in many of the supplements sold in health food stores and online.”
Dr. Phillips suggested trying external applications, like toothpaste, instead. And you won’t even have to mix your own. Ms. Woodley, on “Late Night,” touted Earthpaste, a clay and xylitol blend sold at drug and health-food stores.
Earthpaste has been around for a couple of years but was never expected to attract much attention.
“I mean, it’s mud colored,” said Darryl Bosshardt, vice president for sales and marketing at Redmond Inc., the company in Heber City, Utah, that owns the brand. “We really made it for ourselves. I grew up brushing with clay and salt powder.”
It’s tough to tell if Ms. Woodley’s seal of approval has translated into sales, but Mr. Bosshardt said that more than a dozen clients have mentioned the actress when placing orders. And though the company’s bread and butter is natural sea salt, Earthpaste is now its fastest growing product.
“It’s pretty amazing,” he said. “We never thought it was going to go anywhere beyond the extreme Whole Foods shopper.”