The beauty industry is sitting not-too-pretty after a wave of toxic scandals. Several states are now pushing for greater control over the virtually unregulated $50-billion industry. Two bills just introduced in California would eliminate toxic ingredients from certain personal care products; New Jersey, Connecticut and other states are following suit. So what is Big Beauty to do? Hire lobbyists and launch a public relations campaign to convince people their products are safe. Haven’t we heard this one before?

The good news is, while the mainstream industry fights for its right to use toxic chemicals, a more hopeful face of the future is emerging. Efforts are underway in the booming natural products sector to put real meaning behind the terms “natural” and “organic.” Last week, Whole Foods Market became the first major retailer in the US to create a private standard for natural personal care products. Products with the premium seal will be free of synthetic fragrance and some 250 synthetic chemicals, including parabens, PEG compounds and sulfates. Whole Foods’ own 365 brand doesn’t even meet the strict criteria for the premium label (the line will be reformulated). The race to the top is on …