But in these increasingly health-and-environment-conscious times, consumers are growing more concerned not just with what they put in their bodies, but also what they put on their bodies. Chances are, the label on your shampoo bottle is just as unsettling as the label on your cereal box. With this in mind, several specialty lines of self-care products like Origins, Murad and others have taken full advantage of the trend toward natural ingredients, building their brands by boasting about the ingredients not included in their products.

Now, Johnson & Johnson, which makes a wide range of personal care products including everything from its famous baby shampoo to familiar drugstore brands like Neutrogena, Aveeno, and Clean & Clear, has announced that it will be phasing out harmful chemicals from its products by 2015, and from several of its baby products by 2013.

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