AUSTIN, Texas — Whole Foods Market has developed new standards and a labeling seal of approval for defining quality natural personal care products. Called Premium Body Care, the benchmark is designed to help consumers decipher which body care products in its Whole Body departments contain the most natural and highest-quality ingredients, the retailer said last week. "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.” The seal will identify nearly 1,200 products that meet the Premium Body Care standard, which do not contain ingredients such as parabens, polypropylene and polyethylene glycols, sodium lauryl and laureth sulfates.

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