It always feels wildly counterintuitive when a national chain or big box store hops on the eco bandwagon and introduces sweeping green initiatives or sustainably-spun house brands. But whatever their motivations may be (we’re going out on a limb here to suggest that the market may have something to do with it), the bottom line is that it nevertheless raises awareness and makes healthier products more widely available.
So stowing skepticism to the side in the name of making natural, less harmful, products more accessible, hats off to Walgreens on the launch of their private label line, Ology, being billed by the company as the first nationally accessible and affordable brand formulated to be free of toxic formulations.
“Walgreens is proud to be leading the charge by providing ‘Ology,’ the first nationally accessible and affordable line of household liquid products free of harmful chemicals available in our stores,” said Joe Magnacca, president of daily living products and solutions for Walgreens. “Ology reflects our dedication to innovation, our constant drive to improve our customers’ quality of life, and our ongoing commitment to help people get, stay and live well.”
The new brand comes packaged in upbeat, cutesy graphics and 100 percent post-consumer materials, and includes baby care, laundry, cleaners, personal care, CFL bulbs and paper products. The paper products include bath and facial tissue, paper towels, copy paper, and toilet paper made from sugar cane husk and bamboo.
And how do the ingredient panels read? Perusing the shampoo label, for example, of the 13 ingredients only one, phenoxyethanol, raised a red flag, all the rest all ranking non-toxic on GoodGuide.com. That alone may be a deal-breaker for some, but compared to many of the popular toxic concoctions peddled to the masses in the name of shiny locks, it looks pretty good.
Gigi Lee Chang, CEO of Healthy Child Healthy World, the non-profit dedicated to consumers and the protection of children from harmful chemicals, says:
Increasing evidence shows that the chemicals included in everyday products could be contributing to children’s diseases and behavioral disorders, including asthma, autism and cancer. Until the U.S. adopts better regulations around product safety—like we do in other countries—parents are left to bear the burden of protecting their children’s health by educating themselves and making conscious purchases. With the help of Walgreens Ology products, concerned consumers now have easier access to affordable and safer solutions.
Select Ology brand products are available at Walgreens and Duane Reade locations, as well as online.