"In the past five or six years, there's really been a shift," said Storey, a private fund-raising consultant who first went vegetarian 19 years ago. A week before Storey was to give birth, she was able to get a pedicure - a plant-based one, that is - at JuJu, an organic salon in Center City.
"I think it says something that I'm so close to my due date and I feel safe using these products," she said.
Beauty experts, from stylists to reviewers, say that as consumers learn more about the food they eat, they're also starting to scrutinize other products they use. Michelle Breyer, cofounder of NaturallyCurly.com, a Web site that reviews and recommends products for curly hair, said the site is getting more questions from concerned users.
"Customers started asking more questions about product ingredients about three years ago, but it has accelerated," Breyer said. "There are a lot more people calling and asking if something is vegetable-based or animal-based."
JuJu salon owner and vegetarian Julie Ebner is overwhelmed by the choices - even ones that fit her very picky standards at the organic salon, including plant-based hair dyes, nail polish and cosmetics.
"I can find many products out there that fit what I need as a consumer and that are very effective as a hairstylist," she said.
While there are more options, there's also more confusion. The Food and Drug Administration does not require beauty companies to submit safety data on their products, unlike pharmaceuticals. There's no test to pass before being labeled "organic" or "natural."
The "organic" label by the USDA means that 95 percent to 99 percent of the product ingredients are grown organically, without pesticides. But it doesn't mean vegan. And a product labeled vegetarian only means it isn't tested on animals - but it could contain animal byproducts, such as milk or carmine.