Whole Foods Market debuts hair care product line

Whole Foods Market, Austin, Texas, said it launched a line of plant-based hair care products with key plant-active ingredients. The line includes shampoos, conditioners and four different styling products.

Each product in the line costs less than $10, the retailer said. Additionally, the hair care products, which retail under the Whole Foods Market brand, meet the company’s stringent standards for beauty and personal care products. (The Campaign for Safe Cosmetics named Whole Foods Market “the leading national retailer” in personal care product safety.)

“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,” said Brenda Peterson, beauty product developer for Whole Foods Market’s store brands. “But now, we’re thrilled to offer our customers great plant-based hair care at a fraction of the price.”