Whole Story

The Official Whole Foods Market® Blog

Premium Body Care: The Best There Is

It might sound strange to say that I’m proud of my grocery store, but it’s true, and one of the biggest reasons has to do with Premium Body Care™.

Whole Foods Market introduced Premium Body Care standards five years ago. Products that meet these standards are better for our families and the environment  — simply put, these are the most exceptional personal care products available. 

Is “Natural” Really Natural?

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

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.

What Goes On the Body Goes In the Body

Limiting questionable ingredients in personal care products is important because skin matters! It’s the largest detoxification organ in the body and helps hydrate and protect internal organs and helps regulate body temperature. Plus, what goes on our skin can potentially go into our bodies, not to mention what goes down the drain goes into the environment and water supply. Young children are especially sensitive to potential skin irritation from artificial colors, preservatives and scents.

We Have Higher Standards

To develop these standards, our experts spent years reviewing scientific research and examining each and every personal care ingredient used in our Whole Body™ department. 

Every ingredient has a rationale for its status. If you’re interested you can download a PDF with a list of the unacceptable ingredients.

Each product that bears the Premium Body Care logo is evaluated using the most current safety and efficacy data, with a focus on four key areas: quality sourcing, environmental impact, safety and results.

Premium Body Care standards are designed to evolve as new science-based studies and research come to light. Consider them as a starting point and an opportunity to raise the bar ever higher.

Over 4,000 products are formulated to the Premium Body Care standards, and that number continues to grow. Natural personal care ingredients now have a proven track record and there’s no question as to whether these products work as well as conventional products.

What's great is that many of the products in the 365 Everyday Value® line meet these premium standards and they’re among the most affordable body care products on our shelves.

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