USA: Whole Foods Market expands in haircare

Whole Foods Market, the US retail chain specialized in natural and organic products, has an announced an expansion in the haircare sector with the launch of a line of "plant-based, salon-quality" shampoos, conditioners and styling products.

Based around active ingredients such as pea, quinoa and baobab proteins, argan oil and shea butter, the lines features three shampoos and conditioners – Moisturizing, Volumizing and Color Preserve – as well as a Perfect Shine Spray, a Moisture Balance Volumizing Hairspray, a Medium Hold Styling Gel, and a Weightless Hold Styling Mousse.

Commenting on the launch, Whole Foods Market beauty product developer Brenda Peterson said: "In the past, customers had to choose between hair care products that were free of harmful ingredients, but did not perform very well, or salon-quality products that possibly contained less-desirable ingredients. But now, we’re thrilled to offer our customers great, plant-based hair care at a fraction of the price".

In a statement, Whole Foods Market said that each product in the line would cost less than $10 in addition to "meet[ing] the company’s stringent standards for beauty and personal care products".

Source: Whole Foods Market