And that’s why Whole Foods has always been something of a guiding light, even in the beauty space. “Our customer is very engaged and aware of not only what they are putting in their bodies from our food and wellness products but also what they are putting on their bodies from beauty and body care. Our goal is to provide the highest quality natural and organic beauty and body care products for our customers and do the research so they don’t have to,” says Amy Jargo, global senior category merchant for the Whole Body team at Whole Foods Market. So what does that look like in practice? “Currently, there are over 100 ingredients common in conventional beauty products that are not allowed in any body care products we sell,” she says. Oil-to-Milk Cleanser, Cocokind ($18) Alcohol-Free Rose Petal Witch Hazel Toner with Aloe Vera Formula, Thayers, ($9) Rose Day Cream Light, Dr. Hauschka ($25) Vitamin C Serum, Mad Hippie ($29) French Rose Clay, evanhealy ($35) Organic Rosehip Oil, Trilogy ($29) Moisturizing Body Wash, Own Beauty ($7.50) Deep Hydration Maple Sap & Magnolia Shampoo, Avalon Organics ($12) 100% Extra-Virgin Coconut Oil, Shea Moisture ($11) Tea Tree Lemon Sage 5-in-1 Treatment, Renpure ($8) 3-in-1 Color Stick, Mineral Fusion ($17) Optimist Lipstick, W3ll People ($17)
