DEERFIELD, Ill. — Walgreen Co. has unveiled Ology, a new line of baby and personal care products as well as household cleaners. The line was designed to be the first affordable, nationally accessible brand with formulations free of harmful chemicals.

Walgreen Co. has unveiled Ology, a new line of baby and personal care products as well as household cleaners. The line was designed to be the first affordable, nationally accessible brand with formulations free of harmful chemicals.

Ology is also a response to consumer support for the Safe Chemicals Act, which was recently approved by the United States Senate. If the bill is passed and signed, it will be the first major overhaul of the federal chemical law since 1976.

If enacted, the new bill will require that the ingredients of everyday consumer products be determined to be safe for humans before being incorporated in those products. The bill has prompted a number of industry leaders to pledge to remove potentially harmful and carcinogenic chemicals from a number of products over the next several years.

"Walgreens is proud to be leading the charge by providing Ology, the first nationally accessible and affordable line of household liquid products free of harmful chemicals available in our stores," said Joe Magnacca, president of daily living products and solutions for Walgreens. "Ology reflects our dedication to innovation, our constant drive to improve our customers’ quality of life and our ongoing commitment to help people get, stay and live well."

The Ology line, available in early November, includes baby lotion and a 2-in-1 body wash; a liquid laundry detergent and fabric softener; liquid glass cleaner and all-purpose cleaner; and adult shampoo and conditioner. The brand also includes lightbulbs and “tree free” paper products.