US multinational Johnson & Johnson said it intends to disclose 100% of the ingredients in its babycare products next month.
The transparency effort will be rolled out as part of a relaunch of its babycare range on 1 August.
"It’s important to us that parents feel confident in what they choose to put on their babies’ skin – that can only be possible with complete transparency, so at relaunch we will share 100% of the ingredients in our bottle, including fragrance," a J&J spokesperson told Chemical Watch.
Full details of the transparency approach, including which regions it covers, will be revealed at the product relaunch, she said.
'Model of transparency'
Bobbi Wilding, director of the US Getting Ready for Baby coalition of more than 100 NGOs, told Chemical Watch it "strongly supports full disclosure of all ingredients", including those in fragrances.
"Provided that the company includes all fragrance ingredients, J&J are modeling the kind of transparency that parents deserve," said Ms Wilding, who is also deputy director of the NGO Clean & Healthy NY.
"There is a large and growing body of scientific evidence that small amounts of chemicals can affect our bodies – especially those of developing babies. Full transparency empowers parents to see for themselves that products are free of chemicals of concern. We look forward to all companies moving in this direction," she said.
J&J and its supplier Imerys Talc, have faced an ongoing legal battle in the US and Canada over alleged asbestos contamination of Johnson’s baby powder.
They are fighting thousands of claims from people who say their cancers were caused by using the company’s products.
Juries in multiple states have handed down multimillion dollar awards over claims J&J ignored studies connecting its talc-containing products to ovarian cancer and failed to warn customers about the risk.
J&J has continually defended the safety of its talcum powder products, which it says do not contain asbestos or cause mesothelioma.