Whole Story

The Official Whole Foods Market® Blog

Body Care Products to be Proud Of

It might sound strange to say that I am proud of my grocery store. Proud of my kids, yes; but my grocery store? Indeed it’s true, and I have to tell you one of the biggest reasons has to do with body care — Premium Body Care™ to be exact. 

If you haven’t yet heard of them, check out Whole Foods Market®’s Premium Body Care standards. Products that meet these standards are not only better for our families, but also better for the environment.  I’m proud that Whole Foods Market created these standards. But the fact that many of the products in our own 365 Everyday Value® line meets these premium standards, and they’re also among the most affordable body care products on our shelves, really deserves a gold star (yes, in our house the fridge has an “award chart” for good behavior, and gold stars are prized possessions!).

With no regulation of the word “natural” on a label, there’s lots of confusion about what “natural” actually means. That’s why Whole Foods Market decided to develop their own standards for high-quality personal care; so concerned customers could have something to count on.   

To develop these standards, our experts spent years reviewing scientific research and examining each and every personal care ingredient in Whole Body™. Using the most current safety and efficacy data, they evaluate each product that bears the Premium Body Care logo, searching for excellence in four key areas: quality sourcing, environmental impact, safety and results.

There are now over 3000 products that are formulated to the Premium Body Care standards and that number continues to grow, You’ll find shampoos, conditioners, lotions and baby care products, to mention just a few. They are the most exceptional personal care products available. You won’t see the Premium Body Care logo if a product has any of the 400+ unacceptable ingredients, including parabens, polypropylene and polyethylene glycols, sodium lauryl and laureth sulfates.

Limiting questionable ingredients in my family’s personal care products is important to me because skin matters. It’s not only the largest detoxification organ in the body, it also helps regulate body temperature, hydrate and protect internal organs. Plus, what goes on our skin can potentially go into our bodies (not to mention what goes down the drain into the environment and water supply.) It’s a priority for young children especially, since children’s skin is sensitive and vulnerable to irritation sometimes caused by artificial colors, preservatives and scents.

And since science never stops, our experts in body care quality standards continue to stay on top of the latest breakthroughs. The Premium Body Care standards are designed to evolve as new science-based studies and research come to light. They consider them as a starting point, a work in progress, an opportunity to raise the bar ever higher.

And that’s why I’m proud of my grocery store. Now where’d I put that gold star?

Have you tried a Premium Body Care product yet, or do you have a favorite? Let me know!