Heather Mills latest to benefit from organic trend

Mills's, a former model and animal rights campaigner, has called her website, 'I Do Care'. It will retail numerous skin care and organic beauty products whilst also offering advice on how to lead a healthy lifestyle and is due to be launched later this year.

Mills, who is at present immersed in bitter divorce proceedings with former Beatle Paul McCartney, will use the website as a launch pad for her activist views and will include vegan recipes.

It comes at a time when the organics and naturals industry is going from strength to strength, with market research company Organic Monitor estimating that the European market for natural and organic products is currently growing at 20 per cent a year, and set to surpass a value of €1bn.

Many celebrities are starting to benefit from the endorsement of products, with cosmetic manufacturers keen to get high profile names into their portfolios.

It is more frequently the fragrance industry that signs up the stars, with celebrities such as Jennifer Lopez, Britney Spears and Paris Hilton all having their own fragrance lines.

However, many stars are now noticing a gap in the market for celebrity endorsed skin care ranges, with Kate Moss and Paris Hilton due to launch products in the coming year.

Stella McCartney, the most recent celebrity to embrace the trend with the launch of her 100 per cent organic skin care line, Care by Stella McCartney, may be less than pleased to hear about the imminent launch of the 'I Do Care' website.

Media reports have suggested that Stella McCartney and Mill's have been locked in a battle of wills since the marriage between Mills and McCartney's father failed.

It has been widely acclaimed that Mills has tried hard to emulate the work of Stella's late mother and famous animal rights campaigner, Linda McCartney, something Stella is said to disapprove, with claims that she was adamant Mills was trying to cash in on the family name from the start.