Whole Foods unveils new personal care labels

AUSTIN Whole Foods Market reported last week that it has developed a new labeling system to help consumers easily identify personal care products that are natural and organic. According to Whole Foods, its new Premium Body Care standard and labeling seal of approval, guides customers in their selection of body care products, by easily identifying which ones contain the most natural and highest quality ingredients.

"Personal care products are not regulated like food in this country so there are currently no consistent standards for them laid forth by any governing body. Customers have been bombarded with brands and products claiming to be 'natural,' which can be confusing," said Jeremiah McElwee, senior global Whole Body coordinator. "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. We invite shoppers to look for the new seal, which can be found on nearly 1,200 products in our Whole Body departments."

The Premium Body Care seal will be applied to products that do not contain ingredients such as parabens, polypropylene and polyethylene glycols, sodium lauryl and laureth sulfates. Other requirements for these products include, the containment of only mild preservatives and natural fragrance. These standards will be applied to new products as well as products already available at the Whole Body store that fit the standards.