Avalon Natural Products is reformulating its range of Organics toiletries to remove parabens - which have been linked to breast cancer - and launching two ranges as part of its expansion plans in the UK.
The Organics hair and body range comes in four fragrances - lavender, lemon, rosemary and peppermint - and includes
shampoo, conditioner, roll-on deodorant and bath and shower gel. It carries new labelling stating that the products are paraben-free.
The US beauty company, which has listings in Sainsbury and Waitrose, will also hit shelves with new Vitamin C products and another range containing antioxidants, called CoQ10, in the next two months.
The move to remove parabens follows a recent MORI poll of more than 1,000 people carried out on behalf of Avalon that showed people were concerned about the chemicals used in beauty products.
According to the survey, 86% of respondents had never heard of parabens, and only 1% were aware that they are chemicals used in toiletries.
However, 65% said they were concerned that in future they might find out that chemicals in beauty products and toiletries were harmful, and 85% said more information should be available.
Morris Shriftman, senior vice president of marketing and development at Avalon, said that while parabens were not banned substances, they had been implicated in breast cancer.