In the name of transparency, organic supermarket pioneer Whole Foods has gone above-and-beyond the call of duty (again!) with its new Premium Body Care Line. For the past two years, cosmetic chemists and scientists have poured over every ingredient in every personal care product on Whole Foods’ shelves — from Dr. Hauschka to John Masters Organics to Burt’s Bees.

The result is a new-and-improved, fully vetted lineup of products free of unwanted add-ins like waxy parabens, polyethylene glycols (which, btw, are meant to treat constipation), and irritating sodium lauryl and laureth sulfates. But rather than just trash and bash those formerly stocked products that didn’t make the cut, the retail giant sent recommendations to the brands on how to comply to regain their vaunted position on the shelves. At Whole Foods, they don’t call it skincare for nothing. Read more at wholefoods.com.

Story by Nicole Scarmeas. This article originally appeared in Plenty in March 2008. This story was added to MNN.com.

Copyright Environ Press 2008