Toiletries supplier Bulldog has launched a male grooming range in a bid to challenge what it calls the "chemical conventions" of the growing sector. It has replaced all artificial colours, synthetic fragrances and other chemicals with essential oils and natural ingredients, such as ginseng, menthol, green tea, rose hip oil and green algae. "As a nation we are becoming more aware of what we eat and the effect certain ingredients can have on our health. Now we need to turn our attention to what we are putting on our bodies," said Simon Duffy, co-founder of the company. Fellow co-founder Rhodri Ferrier claimed that the collection was the first mainstream range without the chemicals parabens and sodium laurel sulfate. The range, which has launched initially in selected Sainsbury's stores, consists of shave gel, post shave balm, shower gel, shampoo, face wash and moisturiser. Prices range from £2.99 for the shower gel to £5.99 for the moisturiser.