Whole Story

The Official Whole Foods Market® Blog

Premium Body Care® – A Worthy Challenge

By Chris Jensen, April 6, 2010  |  Meet the Blogger  |  More Posts by Chris Jensen
At Whole Foods Market® we are proud of the years of work we’ve put into developing our Premium Body Care® standards. In this first installment of a 3-part podcast series, Lecia Rand, category manager for Whole Foods Market™ and 365 Everyday Value® brand supplements and body care, talks about these top-tier standards which took years to develop and continue to be a worthy work in progress.

A quick summary of what Whole Foods Market’s Premium Body Care® standards:
  • Whole Foods Market developed our Premium Body Care® standards to help define what “natural” really means in body care products.
  • There are a lot of products that claim to be natural, but there is no regulatory standard for making that claim.
  • Our experts spent years examining ingredients according to the strictest criteria for safety, efficacy and impact on the environment.
  • They have found more than 380 ingredients that do not meet our standard.
Whole Foods Market’s Premium Body Care® standards have already had a significant effect on raising the bar in the natural body care industry.  What are some of the obstacles that mount when trying to create clean body care products?
  • We recently reformulated most of our 365 Everyday Value® body care to meet our Premium Body Care® standards. We made that change and kept our prices at an affordable level, which was the biggest challenge.
  • 365 Everyday Value® shampoos and shower gels are made primarily with surfactants, ingredients that make them lather are difficult to make to meet our Premium Body Care® standards. This is because our Premium Body Care® standards only allow the gentlest lathering agents.
  • These ingredients are more expensive and though they clean just as effectively, lather a bit differently – a challenge for formulation.
  • 365 Everyday Value® lotions cannot use ingredients like polyethylene glycol or other ingredients derived primarily from petroleum.
  • Alternatives to the ingredients in lotions are also more expensive.
Which Whole foods Market Exclusive Brand products meet our Premium Body Care® standards as of March 2010?
  • 365 Everyday Value® shampoos, conditioners and shower gels with wonderful scents like lavender and fresh mint.
  • Whole Foods Market™ USDA Organic Castile soaps that are rich-lathering, all purpose liquid soaps for bath and household use.
  • A line of Whole Foods Market™ lip balms made with organic oils that will soon be USDA organic.
  • Whole Foods Market™ organic bar soaps made in France.
A foundational aspect to our Premium Body Care® standards is the fact that “the homework never stops", meaning that as new science emerges, and as more products are created or reformulated to meet the standards, the work continues to evolve.  What will be challenges – and successes – that will emerge in the future?
  • Whole Foods Market will work closely with our vendors to find new and unique ingredients that meet the premium body care standard.
  • We hope to see more choices for ingredients that are effective and safe as our standard helps to shape the market for these products.
We are seeing new opportunities for natural scents that meet the strict Premium Body Care® standards for natural yet also offer more choices than some of the more basic essential oils.




Pam says ...
I agree with others here, the 365 brand is a good cost affective option.
04/19/2010 8:52:55 PM CDT
Angie says ...
A worthy challenge indeed! Thanks again.
04/19/2010 8:56:27 AM CDT
JS says ...
I really like the direction you are leading in body care!
04/07/2010 7:30:45 AM CDT
Rory. says ...
A worthy challenge indeed! Thanks for your dedication.
04/07/2010 8:32:14 AM CDT
Carrie says ...
I have always been curious if companies can just put "natural" on a label. I believe that their are national standards for Organic labeling, glad to see you have created your own.
04/07/2010 10:04:52 AM CDT
Mary says ...
I appreciate the effort you are making to bring the standards for body care, up to the other standards in your store!
04/13/2010 4:31:52 AM CDT
Melani says ...
Would love to see a line of child and baby care products with an affordable price in your premium body care line. I was at Whole Foods yesterday and bought the spendy stuff, but that is tough on the budget. Something in the range of $5.00 a bottle for shampoo or bubble bath rather than $9.00 a bottle would be helpful. Thanks!
04/15/2010 2:36:29 PM CDT
Kathy Ann Francois says ...
Just had surgery on my arms. For the scars and for the skin what is good? I heard Shea butter was good with thyme. What do you recommend? Look forward in hearing back from you soon. Wishing you a pleasant day! kindest regards, Kathy Ann
04/15/2010 4:45:14 AM CDT
Bev says ...
I really like the 365 body products and I am glad to see many of these are meeting your own standard :)
04/06/2010 8:05:32 PM CDT
Kathy says ...
I started using your 365 Shampoo about a year ago, and truly appreciate being able to afford the products.
04/06/2010 8:10:17 PM CDT
Ann says ...
I must say I had never heard of "surfactants" before reading through the support materials here. Good stuff.
04/06/2010 8:11:49 PM CDT
Tina says ...
I noticed a few of these products don't lather as much as I am use to, but now knowing why I appreciate the process.
04/06/2010 8:14:17 PM CDT
Sissy says ...
I would like to read more about the 380 products that don't make the list, and how you made the call.
04/06/2010 8:23:54 PM CDT
Sean McVey says ...
This is great! I was starting to get sick of every single product on the shelf being labeled natural. It's good to know there are defined measurements to stack up against. Thanks for the post!
04/06/2010 8:58:27 AM CDT
Ilona says ...
I read about this last year, thanks for your dedication!
04/06/2010 4:03:36 PM CDT
Mani says ...
So are all of the 365 bodycare brands Premium by your standards? If so it is great that you can provide lotion and shampoo and such at such a great price. Almost to good to be true.
04/06/2010 7:41:13 PM CDT
Holly says ...
Interesting idea. Are their other organizations which have created their own standards?
04/06/2010 7:50:19 PM CDT
Leigh says ...
Thanks for the post, and more importantly the work creating some type of standards. It seems like every product at every store is starting to be labeled Organic, or natural.
04/06/2010 7:53:18 PM CDT
Dee says ...
I really do like your products, as well many of the other great products you carry in your stores. I do like the price on the 365 line! Keep it up.
04/08/2010 6:01:41 AM CDT
Val says ...
all to often we forget our skin is the largest organ in the body, and to conduit directly into the body- be weary what you put on your skin!
04/08/2010 7:36:11 AM CDT
Polly says ...
I am glad to see you have put so much energy into evaluating these products. Thanks.
04/08/2010 7:40:47 AM CDT
Andria says ...
I'll have to go to your stores and see what products have made your cut. Some I know and believe to be great, regardless of a "standard" being applied.
04/08/2010 7:49:22 AM CDT
Bobbi says ...
I makes perfect sense to me, that you all would be the leaders in creating this standard! Thanks for your continued dedication to natural health products!
04/09/2010 10:57:16 AM CDT
Michelle says ...
P.S. Look up cinnamon and honey for acne and other skin care issues!!!!!!!!!!
04/09/2010 3:33:25 PM CDT
Michelle says ...
Note: Hey Everybody!!Remember you can use your groceries in your health and beauty care regimens!!Your Olive oil, Coconut oil, Honey, Rose Water, Orange Blossom Water,Club soda, Essences, Essential oils,Milk, Oats,Cucumber,Avacodo,Citrus(juice and oils),Vinegar,Salt,Baking Soda,Corn Starch,Sugar...I could go on and I have only just discovered these things!!!!!Come on Join in the fun,the creativity, the saving, the "going green"!Love it!Try it!Please..Prove it DOES work!!!Tell your friends!
04/09/2010 3:27:14 PM CDT