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Premium Body Care at Budget Prices

Suds Lorrea As both a proud mom and a body care product developer for the Whole Foods Market brand, I have always taken care to use gentle and effective body care on my 5-year-old daughter. It thrills me to announce that our new, reformulated 365™ Body Care products meet the Whole Foods Market Premium Body Care standard! I'm now able to use excellent quality and budget-priced hair care as well as shower gels and lotions on my very active and dirty little girl. Recently I spent the week with my family enjoying the crystal blue waters of Lake Tahoe and the fresh forest scents. Our spread-out family makes a yearly trip to the area and it was a good time to try out our new, reformulated 365™ Body Care products. Whole Foods Market launched the new shampoos, conditioners, shower gels and lotions in selected stores throughout the country in July and we hope to have full distribution in all stores by the end of the summer. My family tested them out and loved the new products - and the price - and I know yours will too. Our Premium Body Care standard is stricter than that of many baby and kid's lines. It doesn't allow ingredients such as parabens, synthetic fragrances, polypropylene and polyethylene glycols, sodium lauryl and laureth sulfates. Whole Foods Market experts created the Premium Body Care standard to help our customers easily find safer, more natural body care products. Suds RJOur Whole Foods Market team worked for more than a year to reformulate our highly successful 365 Body Care products. It was a challenging proposition: How could we keep the formulas effective and cost-conscious while raising the bar by using only ingredients that meet our strict Premium Body Care standard? Surfactants, the ingredients that make products lather up, are some of the most expensive and difficult ingredients to source at budget formula cost with Premium Body Care standard quality. We succeeded, though, and our new formulas are gentle, effective and affordable for everyone! Working on the team that reformulated these products gives me a new appreciation for the way a group of people on a mission can accomplish great things. 365 Shampoo Citrus GrapefruitFresh mint, lavender flowers and zesty citrus scents made from pure essential oils are the reasons I've always loved our original 365 Body Care products. We still have these favorites along with a fragrance-free version for those who do not need or want a scented product. We worked hard to make sure we kept the things our customers loved while we made our improvements. We hope you and your family will like the new products as much as we do. We are very proud of the new formulas and, since we like to have fun while we do our jobs at Whole Foods Market, my Team Leader, Jeremiah McElwee, and I thought we would share some shots of our sudsy kids getting creative with the bubbles from our new products. Now that we've made our great body care products even better, we hope you and your family will give them a try and let us know what you think.

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77 comments

Comments

Jenny says …

I'm sorry, but I don't agree with Leigh at all. I bought the big $5 bottle of citrus grapefruit and another $5 bottle of the conditioner b/c I trust the Whole Foods brand. The shampoo and conditioner dried out my hair, no matter how little or how much I used, and I ended up having to use the shampoo as liquid soap just so I didn't waste it. My hair literally crunched when I touched it. There were two months where I experimented on putting in a quarter-sized amount to a palm-sized amount, and the outcome was always crunchy, dry, brittle hair that looked dull and frizzy. Not to mention that a day later my hair would become greasy. The conditioner felt like water and I had to use two palm-sized squeezes just to get it to slide through. My hair has fallen out A LOT since using this product. The only plus about this shampoo is that it comes in such a large bottle which means that I've basically had consistent bad hair days since November. I have normal-to-oily straight, shoulder length hair and will not be using this product again. Once I switched over to a friend recommended shampoo, my hair felt silky and looked shiny again.

Karen says …

Because of chemical sensitivities, I have been using Whole Foods' 365 brand Fragrance Free shampoo and conditioner for a couple of years and absolutely loved the OLD formula. It was a real lifesaver. It hardly smelled like anything and lathered and rinsed out great. Unfortunately, I just used the new reformulated version today and wow, what a disappointment. The smell is awful. I can still smell it on myself hours later. And it took extra effort to get it rinsed from my thick shouldar-length hair. Very gummy-feeling. I will be returning both the shampoo and conditioner to the store.

Robin says …

I thought I was imagining things. Whew. We do a big stocking up at Whole Foods once a year because we live so far from it. I have been using the 365 brand herbal mint shampoo for a few years - it is my favorite shampoo. We had just ran out when we went to Whole Foods and stocked up one month ago. I thought it was my imagination or maybe my hair changed or something. My hair is oily and my scalp itches from the same shampoo I was using before. Or so I thought. I had no idea there was a formula change before or I would not have bought so much. Now I am stuck with all of this shampoo that I can not afford to throw out. Frustrating.

SF says …

I agree with the comments that the new formulas are not as good as the old ones. I use the unscented shampoo. It doesn't lather as well and, strangely enough, it smells like wood smoke to me (might be my strange sense of smell!). My hair doesn't feel clean after I rinse even after following the directions. I note Lecia's comment above that: "Surfactants, the ingredients that make products lather up, are some of the most expensive and difficult ingredients to source at budget formula cost with Premium Body Care standard quality". I would happily pay a dollar or two more to add better eco-friendly surfactants (if they exist) to the new formula. Kudos to Whole Foods for developing these products and providing an opportunity for customer comment.

Andy says …

Oh my God. I am glad to see that I am not alone in sensing the smoky aroma of the unscented shower gel. I assume this is from the process of creating lye: pouring water through ash. I smell like barbecue sauce after every shower, but I don't throw anything away, so I'm living with it until the next purchase of the mint scented version.

M.r.M says …

Hi -I used to use the old grapefruit version and it was fantastic - the best shampoo I have ever found. I'm really unhappy with the new version - it makes my hair dry and lifeless. Is there any chance of reintroducing the old product alongside these new ones?

Kara says …

I LOVE the re-formulated shampoo and conditioner (herbal mint) It is the BEST I have EVER used (I was previously using Aveda). It controls my frizz and makes my hair nice and soft and is way less expensive and I actually like it better. (love the unscented body lotion too!)

Suzanne says …

I am sad to say that I do not like the new formulations for 365 shampoo & conditioner. I used to use the Grapefruit scent and loved them. The new formulation smell is so unappealing to me that I can no longer use them. I wish you would go back to the old forumulation.

Melissa Grey Satterfield says …

I love your products ~ the shampoos, conditioners, shower gels and body lotions. What a great price! I have a website called "thebeautybargainhunter.com" and I've featured your products on it. Please take a look. I review drugstore and mass-market beauty products (bargain beauty products) and compare them to their pricier prestige counterparts. Thank you for the time and effort you put in to developing the new formulas. I think I can speak for all Whole Foods customers when I say, we love getting a bargain at Whole Foods!

Kathy says …

Just wanted to say Thank You for the new formula. I have very sensitive skin and I used the citrus formula and the minty formula. Let me just say I am SO happy that it doesn't make me break out all over. My last shampoo changed all of its ingredients and made it less natural and added sulfates. Using that for one day caused bumps all over my forehead, cheeks and back. Your formula doesn't leave buildup and I like what is used for the ingredients! For those who complain about the lack of sudsing...the sudsing doesn't get your hair clean! Its just a chemical reaction causing that effect. BTW if you wet your hair and then apply the product and then just wet it a tiny bit. You will get what your looking for "that soapy feel that makes you think its cleaning better" I will also say it didn't burn my eyes when I accidentally got it in there. Thanks for a great product and at such a GREAT price! I have long and very very thick hair and really it doesn't require any more product than any of the other shampoos I've tried.

Diane says …

I'm yet another person giving thumbs down to the new citrus grapefruit shampoo formula. I'm just discovering what other people have known for awhile because I stocked up on the old and just recently ran out. I have long hair and the new formula doesn't rinse all the way out. I tried the "rewetting" technique; doesn't help. Very disappointed. Any chance at all of getting the old formula back? I definitely will not be buying this product again.

Bepkom says …

@Diane: Thank you for the feedback. I've shared your comments with our private label team.

says …

@Linda I'm so sorry to hear about your bad experience. Thank you for giving us a chance to make it right. We've asked someone from your store to reach out to you directly. This individual will be in touch to discuss your product return and the product dissatisfaction you've experienced. Again, thanks for reaching out.

Linda says …

I purchased your 365 shampoo & grapefruit conditioner because their sulfate free. I live in the harsh desert and because I am sensitive I require gentle products, however I was very disappointed with both products because they serve no purpose whatsoever, and why for God's sake do they have alcohol in them? Alcohol dries up the body and it can only dry the hair. And why does this product claim to help all all types, an advertising fraudulent statement! The result is; no body, no shine, no tangle free, it's claims are a total misnomer. When I tried to return them after two uses I was given the third degree by the nasty old sales associate Arlene at the LV store on Lake Mead in Natural Living. I spoke to the mgr, and she supported her no return statement. Having been a Whole Foods, originally Wild Oats shopper for 15 yrs. w/o a history of returns, I was surprised at the lack of flexibility. Therefore I haven't stepped back in your store since then. You ought to know the value of this product- it is absolutely worthless.

Jessica says …

Has anyone had an experience with Whole Foods 365 Fragrance Free shampoo changing from unscented to a horrible, chemical-y/burnt/tar-type smell? About halfway through our bottle, the shampoo developed an unmistakable, horrible smell. The odor definitely did not exist at the beginning of the bottle. Just wondering if anyone else has experienced this problem, or if it is something to be worried about. I've always liked these shampoos before!

Jessica says …

Following up my post a moment ago, I did a quick online search and found this comment on someone else's blog (I agree, the smell is burnt--though I had not thought of burnt bacon or gasoline, it does smell noxious like a petroleum product): Sometimes shampoo smells bad: I’ve been using Whole Food’s 365 brand shampoo and conditioner for about 6 months now. I had the Lavender-scented one up till recently, when I decided I wanted something I could scent myself with essential oils. Since I’m lazy and never got around to that, I was prepared to enjoy going sans scent for a while. But I can’t. BECAUSE THE 365 BRAND SHAMPOO SMELLS LIKE BURNT BACON AND GASOLINE! Seriously! I have tried it several different times, thinking I was wrong, or overly-sensitive or something. But no. BURNT BACON AND GASOLINE! Now, how does a nice, Jewish girl know what burnt bacon smells like? I have no idea– it’s how I imagine it might be. I can’t even give it to Jordan’s husband, who loves bacon, because a) no matter how much you like bacon, would you want your hair to smell like it?, b) burnt bacon is no good, and c) it’s mixed with the noxious smell of gasoline! I used to love the smell of gasoline as a kid, but this is no good. And again, loving something doesn’t mean you want your hair to smell like it! P.S. The 365 brand unscented conditioner smells great! Or, rather, like not much at all. Certainly not like burnt bacon and gasoline.

Jessica says …

Here is another comment that I found online on the Fragrance Free 365 brand shampoo: So, I’m experimenting with products that don’t have fragrances. Whole Foods’ fragrance free shampoo so far shows some pluses and minuses. On the plus side, it seems to work. My hair gets clean (no easy feet given how greasy it can get) and looks thick enough (something I’d been relying on Garnier Fructis’s Length & Strength to achieve until now). On the negative side, this shampoo smells terrible. Not only does it lack a pleasing, herbal fragrance, but it emits a (ironically) chemically stench. Get it near your nose and you’re in for an unpleasant sensation. I have no idea what causes this stench, or why the stench can’t be masked by essential oils or something else that’s natural but emits a tolerable aroma; but the stench definitely is there. So, what do I think about the product as a whole? Assuming it gets my hair clean and leaves it looking thick and healthy, I’m willing to put up with an unpleasant stink or two while I’m washing my hair. After all, no one on the street has told me my hair smells funny. And that includes my wife, who I think could pick up the faintest scent from the other side of a football stadium. So there’s really only one test left for my new Whole Foods shampoo. My hair is very short right now, but usually I wear it very shaggy. Once it grows out a bit more, it may be much harder for a shampoo to keep it both thick and clean. And that’s where my new shampoo will have to really earn its stripes. In the meantime, I’m happy enough with it to keep on going.

Nikki - Community Moderator says …

@JESSICA - Thanks for your comments. I definitely wanted to post your feedback in case others are able to share theirs as well. I have also sent your comments and contact information over to our Exclusive Brands team so they can look in to this for you. Someone should be following up with you soon!

Kim says …

Does the 365 brand for lotion, shampoo, conditioner and shower gel contain gluten?

Nikki - Community Moderator says …

@KIM - None of our Premium Body Care items contain gluten!

Mike N says …

I see that the bottle indicates "Biodegradable Ingredients" but does not say "100% Biodegradable" as some products do, including Trader Joe's shampoo. Would Whole Foods please confirm that its label means 100% biodegradable (Randl's post appears to do that but it would be helpful to get confirmation of that, and if so I'd suggest that the label be modified to indicate that).

Nikki - Community Moderator says …

@MIKE - Our premium body care product standards do not require the products to be 100% biodegradable.

Kathy says …

Is this shampoo/conditioner safe on color treated hair?

ashok k saini says …

after reading this blog, I wanna try this shampoo ,may I have it in India ? if yes than where ?

Chris Henderson says …

I had a question. Which is more gentle, the body wash or the shampoo. I was wondering for a quick travel trip to only grab one product. I currently use the citrus body wash, shampoo and conditioner. What is the difference between the body wash and the shampoo? Thank you! Chris Henderson

Alana Wallace says …

Can you tell me if I can order 365 Maximum Moisture Fresh Peach Body Lotion? My Whole Foods store near me in Chicago no longer sells it. Thank you, Alana

Nikki - Community Moderator says …

@ALANA - We have a store in Austin that can ship non-perishables. You can call them for info at 512-542-2243.

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