Whole Foods Creates New "Natural" Body Care Seal of Approval

Photo: Whole Foods

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Know what the word "natural" means on a cosmetic product's label? Typically, absolutely nothing because there are no standards set up by either the government or industry to control the use of the word. So those bottles of shampoo or body creme with the pictures of the flowers and fruit and the word "natural" on the label? Could be packed with any kind of chemical legally allowed.

In response to growing consumer frustration and confusion, this week Whole Foods is introducing a new Premium Body Care standard and a seal of approval label for natural personal care products available in their Whole Body departments.

To meet the new Premium Body Care standard, products must not contain controversial ingredients such as parabens, polypropylene and polyetheylene glycols, sodium lauryl and laureth sulfates.

According to Whole Foods, the company worked with chemists and body care experts for more than 2 years, seeking a standard that evaluated product efficacy, and which sought ingredients which are minimally processed so they have limited environmental impact during manufacturing and when used by the consumer.

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