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Photo: A top Modere independent seller speaks at the Italy launch event.

Modere, a maker of nutrition, personal-care and home-care products, is bringing its “Live Clean” philosophy to Italy.

Operations in the European market commenced this week with a launch event in Rome, the company said in a statement. The latest expansion puts Utah-based Modere in 22 markets worldwide.

“Italy is an ideal market for the Modere brand,” said Robert Conlee, Modere Chairman and CEO. “Our Italian consumers are fashionable, high-tech and in search of healthier and safer alternatives for the products they put in their homes.”

Modere, formerly known as Neways, was founded in 1992. The company’s line of naturally derived products are free of potentially harmful ingredients—about 3,000 in all, it claims—such as PEGs, SLS, phthalates and parabens.

“Our proven formulas have been trusted for more than 25 years, and we are pleased to bring these effective health and wellness offerings to more people around the globe,” said Vic Catalfamo, Chief Marketing Officer.

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