VICTOR LULLA, A NATIVE NEW YORKER LIVING IN LOS ANGELES, HAS LONG NURTURED INTERESTS IN HEALTHY LIFESTYLES, THE ENVIRONMENT AND SOCIAL RESPONSIBILITY. AFTER BRIEFLY CONSIDERING AN EARLY RETIREMENT AFTER THE SALE OF HIS ELECTRONICS FIRM IN 2002, HE INSTEAD CREATED CALIFORNIA INSIDE & OUT, A MANUFACTURING AND DISTRIBUTION COMPANY THAT DEVELOPED AND MARKETED NATURAL, ORGANIC SKIN AND BODY CARE PRODUCTS, BASED IN VENICE, CA. GILLES ADAMON, OWNER OF NATURA SARL, HEADQUARTERED IN BENIN, WEST AFRICA, ATTENDED THE 2005 NATURAL PRODUCTS EXPO WEST IN ANAHEIM, CA HOPING TO FIND A DISTRIBUTOR FOR HIS SHEA BUTTER COSMETIC PRODUCTS. THE TWO MEN FOUND THAT THEY SHARED NOT ONLY AN INTEREST IN NATURAL PRODUCTS, BUT IN SOCIAL RESPONSIBILITY AS WELL.