Whole Foods Launches New Body Care Standard : TreeHugger

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With a growing number of all-natural beauty products on the market, it’s getting more and more confusing for consumers to decipher through the confusing lingo. We stand in the beauty aisle and sift through the many different products to find those that offer the highest quality while being totally natural. Admittedly, it’s pretty darn frustrating because the fact is that there are no regulations on personal care products in the U.S. But now thanks to Whole Foods, we won’t be spending as much time in that aisle.

The Company announced last week that it has launched its new Premium Body Care standard for personal care products to assist consumers, like us, identify which are the best. The new seal can now be found on nearly 1,200 products in Whole Foods’ Whole Body departments. Of course, a variety of products found in Whole Body already meet the Premium Body Care standard but they will now include the new seal on all packaging.

“Our goal is to provide an alternative approach for our customers, so they know that when they see the Premium Body Care seal they are getting safer, higher quality personal care products,” said Jeremiah McElwee, senior global Whole Body coordinator. ““When considering new body care products moving forward, we will focus on select products that meet the Company’s new Premium Body Care standard.”

Key highlights of the new Premium Body Care standard include:

1. Preservatives – While few are truly benign, some are necessary in body care products, especially water-based products. The Premium Body Care standard allows only milder preservatives that are shown to function properly - such as potassium sorbate and sodium benzoate - yet have a lower likelihood of causing cosmetic-related allergies and sensitivities. Parabens and formaldehyde-releasing preservatives (i.e. diazolidinyl urea, DMDM hydantoin) are unacceptable.
2. Surfactants – Used for cleaning, degreasing, emulsifying, conditioning and creating foam, these ingredients often irritate the skin and can remove essential fatty acids. The Premium Body Care standard allows only the gentlest types available, including decyl polyglucose and sodium stearoyl lactylate.
3. Fragrance – Only natural essential oils and components of natural essential oils are allowed as fragrances.
4. Sunscreen –Only physical sunscreen, such as zinc oxide or titanium dioxide as better alternatives to those containing chemical sunscreens, such as oxybenzone and octyl methoxycinnamate.

::Whole Foods Whole Body
See also: How to Green Women's Personal Care, Europe Reformulates the World's Makeup