Waitrose has become the first supermarket chain to launch a beauty range certified by the Soil Association.
Products in the new Organically Beautiful range, which includes hand washes, body lotions and soaps, are made from 70% organic ingredients and range in price from £1.99 to £3.99.
"We have reached a point in the organic beauty market that is beginning to mirror the growth we've enjoyed in the food market in the last ten years," said Helen Taylor, marketing director for the Soil Association. "These products signal that the market is now ripe for growth."
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