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The MAHA wave has swept the nation — and our wallets. 
In the grocery store and beyond, we’re all ponying up the extra dollar to avoid the poison in our food, <a href="https://www.dailywire.com/news/why-you-may-be-in-a-toxic-relationship-with-your-leggings-and-what-to-do-about-it">fabric</a>, and everything in between. And while everyone is getting rid of seed oils and hyper-processed foods, it’s also time to say goodbye to the toxic ingredients in the personal care aisle. Certainly, health is a cause worthy of the extra dollar, but after seeing jaw-dropping prices for everyday essentials explained with MAHA marketing, I’ve been on the hunt for the goldilocks personal care lineup — not too toxic and not too expensive. 
Here’s what I’m adding to my cart without completely breaking the bank. 
Shampoo. Shampoo ingredients may be the stereotype of unpronounceable and mysterious, with a list of preservatives, parabens, and phthalates (<a href="https://www.ewg.org/news-insights/news/2024/09/safer-shampoo-steer-clear-these-problematic-ingredients">all known</a> to disrupt the endocrine system). And while better-for-you options can easily reach up to $40, my <a href="https://bubbleandbee.com/organic-shampoo-natural-pure/">favorite shampoo line</a> leaves my hair feeling cleaner than ever with clear ingredients such as saponified coconut oil and organic essential oils for $20. Avalon Organics also has <a href="https://www.ewg.org/skindeep/browse/brands/2122-avalon-organics/">several choices</a> of formulations verified by the Environmental Working Group, with <a href="https://www.amazon.com/stores/page/2F004162-2EB7-4662-B520-C777FC23FBE8?ingress=0&amp;visitId=d4881cf7-82ae-49fe-937d-fbc923efa8c1&amp;ref_=ast_bln">options for all hair types under $20</a>. 
Conditioner. Most of the women I know would admit that their hair would be straw without conditioner, a hair mask, or some luxurious hair oil. The higher-end staple I grew up seeing was the glossy <a href="https://www.moroccanoil.com/products/moroccanoil-treatment-original">Moroccan Oil</a>. It came in glass bottles, packaged in a gorgeous blue, and was packed with artificial fragrance. At $50 for fewer than 4 ounces, it’s not cheap either. Fortunately, the main ingredient is argan oil, and a 4-ounce bottle can come to your doorstep for <a href="https://www.amazon.com/gp/aw/d/B0DXFMNCCC/?_encoding=UTF8&amp;pd_rd_plhdr=t&amp;aaxitk=d4e69ec76719a2a6f141b21625329693&amp;hsa_cr_id=0&amp;qid=1776393730&amp;sr=1-1-9e67e56a-6f64-441f-a281-df67fc737124&amp;ref_=sbx_s_sparkle_sbtcd_asin_0_title&amp;pd_rd_w=C27XB&amp;content-id=amzn1.sym.2fb72bc8-96ef-420d-b08f-c04b69f36507%3Aamzn1.sym.2fb72bc8-96ef-420d-b08f-c04b69f36507&amp;pf_rd_p=2fb72bc8-96ef-420d-b08f-c04b69f36507&amp;pf_rd_r=TF40ZQWDF47216AK0YN8&amp;pd_rd_wg=ryowG&amp;pd_rd_r=112869ea-9eb1-46a6-aea3-ad792024aaac&amp;th=1">just $10 via Amazon</a>. 
Soap. Dr. Bronner’s is well known in health-conscious circles, and for good reason. The formulations are straightforward, the ingredients are organic, and the price is right! The brand’s <a href="https://www.amazon.com/Dr-Bronners-Pure-Castile-Regenerative-Peppermint/dp/B0DBSGKCZ9/ref=sr_1_4_sspa?crid=WE8HHWG11CSD&amp;dib=eyJ2IjoiMSJ9.h6_Y7M_wmubu8XCSsAkqdECPybH-3HfSH0Xhu5pRNM7xHMbkdERzaVhdFxNNFHJAWIqj8uUclMTcmqSUm5E770Zoh-2muKLLn8V6Q4xqjK2hALGBCnJo8R1g9aAvzhpEhtX0kn9HvWlIz9bXuuHc79yuR4oMClyw_g5a8Ds4SdjVxY9yon-bDHJ428MSCLEEcR4PSUp7aF7J7JaD45kAJsKDIOYKuuRBuRR3zjEggZUmMrCZdq6fgghmDddSOoG-4JG3cJSmMunFbJrCAV8Mhd8vFPTf-okDAs8UTrIGjts.GBJ7tKgYBrXSgOAZsHGUNgg0cTqZcrt4O_Ku_by3U9Q&amp;dib_tag=se&amp;keywords=dr%2Bbronner%27s%2Bbar%2Bsoap&amp;qid=1776910231&amp;sprefix=dr%2Bbronners%2B%2Caps%2C226&amp;sr=8-4-spons&amp;sp_csd=d2lkZ2V0TmFtZT1zcF9hdGY&amp;th=1">bar soap</a> comes in a variety of scents (and an unscented option marketed as a baby soap), perfect for by the sink or in the shower, at roughly $5 per bar. 
Face cleanser. While I know plenty of men who can get away with using regular soap on their face, I have yet to discover the secret to this method. Instead, I’m relying on <a href="https://www.amazon.com/Aleavia-Purifying-Facial-Cleanse-Fragrance-Free/dp/B0DXTK3YTV/ref=sr_1_1?crid=3H6ZPZZOWZG54&amp;dib=eyJ2IjoiMSJ9.IhkvVWyDYjCfqUbzV2EAGKr40x-cPmX71uIKUTUyhI8hYHxYaVr_J5HBre9jTR5uMddF-boMA6133kbjWAkFW3n2LgBXesb-Y48x9PJvqTw8qnS5p04vbl8qmLqSAxY3m6Jx4UnKyJBKVRXQKs6B5w.DYoViynvipp_RqCfIhv9uIRbLpxjW_sXfpc6WF5NufI&amp;dib_tag=se&amp;keywords=allevia+face+soap&amp;qid=1776910840&amp;sprefix=allevia+face+soap%2Caps%2C203&amp;sr=8-1">Aleavia’s organic prebiotic facial cleanser</a>. It’s gentle on sensitive skin, and with a light scent, it’s the perfect soap to use at the start and end of the day. At $25 for 8 ounces, it’s not at drugstore prices, but it goes toe-to-toe with plenty of beauty store favorites — without the toxins.
Face moisturizer. In the world of face lotion, there are a thousand ways to burn a hole in your wallet. But one of the most affordable options is also the cleanest, with only one ingredient: <a href="https://www.amazon.com/Yoken-Pure-Jojoba-Oil-Moisturizing/dp/B0CH9K3P3R/ref=sr_1_5?crid=29893I353E7PO&amp;dib=eyJ2IjoiMSJ9.QB5ElticndzzDZ6tWPwIJ5L7WiCWlwwOtIx_HyO-8QVd18HWigvM-oQaEiR8Qdgl-lMTW2K_wvUKWm5-TSvN9uPBkTUaO8VbUUQ7NkaveJVfUbBvgpN15cYCUlZzwtpegxSKxsLuCLsghkGMZQn9B0L2VcoeCZ7UpSVgFZjSUInxkeO8i6ACPyBBOw8ScahmmJjQxS5U9VFMctoxPlGCB8FBbKlA2rRwjOmY8Egy1HBdVLqAI6Kq6eXZkqmQmuk5Nni8nE8uY7YbGBlehcrMjT7sFcb7EtEQ72_iHY8YmdI.2OykJLNmWJZRU75QCcJE9u07TqqMBttXrUz0AW1cJps&amp;dib_tag=se&amp;keywords=jojoba%2Boil&amp;qid=1776902348&amp;sprefix=jojoba%2Boi%2Caps%2C270&amp;sr=8-5&amp;th=1">jojoba oil</a>. And for acne-prone skin, add a small dab of <a href="https://www.amazon.com/Organic-Tea-Tree-Essential-Oil/dp/B08JW7JB7W/ref=sr_1_1?crid=3GY41ZQNU1F05&amp;dib=eyJ2IjoiMSJ9.Os94iIagbW-Fc_oNs6T0HPSyOScJJnyxDbNZfU3Y1RtSbRzTT5Aa8BO0MBu9tP_vxtCcFEzIQy-nvfo-nlTYbeaD9edZP5arUquQ-4zMnivKuwCj7XJhFdAb8_mRtudHkK2yC7WhFgSn4nown3Vveq8aBn4CyM1FLogLdbZhBe0SUGP9nVf8U5APB8SdRrovNeReSbvTCBx_dJgOoqaid3Kko7XSQIIa60Gt1SzHh1uzu7I1NFf7JHQMUF01zcepJo9mMQZJdBOOykw2Nq7pj2dfJc0bAqF7_aJWPAayzhY._ZVwkeP0IrFl8dkd0bg94ZSq5ynjTSxy8rQaif9aMZE&amp;dib_tag=se&amp;keywords=tea+tree+oil+365&amp;qid=1776901852&amp;rdc=1&amp;sprefix=tea+tree+oil+3%2Caps%2C2186&amp;sr=8-1">tea tree oil</a>, known for its <a href="https://www.sciencedirect.com/science/article/abs/pii/S0924857914003458">anti-bacterial and anti-inflammatory</a> properties. As a bonus, jojoba oil makes a perfect tearless makeup remover — just gently rub it over your face, rinse, then wash with cleanser. 
Lotion. While it’s not a miracle oil, jojoba can also serve as a lotion substitute — so can argan oil — especially mixed with the trendy <a href="https://www.amazon.com/Handcraft-Blends-Organic-Eyelashes-Eyebrows/dp/B0734849YK/ref=sr_1_5?dib=eyJ2IjoiMSJ9.4DggGysa6K4dxvGPetZpADQuzc1B1cIIAsNHUG_aE3tmyoIWSdVceZ9phJmwJCAEMIySliKo0svt2eYKEWPHN8yPzYVgcUtwOG2kKVqBOb7cv6MRx7AnJmPfKjFMOhWCukH1OFz5VJRdXPvICNm_Z4VZrfkFUQCTeOrBglOwstuV7aNJ1ke16Wnpmv9EtGtDyF-RlYSgwiHYQOnZtKYn9RQIc8vasVtndO4iuuRTqv-xFU_maI_2iBMY74T5iJw5VYeF-ke1AElKQOZ6ztD2ND0Q50zhys0UzFl2Zc3rIA8.ms4BuGhMFeB-qL_ZrkRqwMLK4BjXQXQaPlHJRROkMjo&amp;dib_tag=se&amp;keywords=castor%2Boil&amp;qid=1776909786&amp;sr=8-5&amp;th=1">castor oil</a>. But on the hunt for a classic lotion, I found a seemingly bottomless (32 ounces) <a href="https://www.amazon.com/Alaffia-Everyday-Coconut-Body-Lotion/dp/B007Y06VQG/ref=sr_1_1?crid=2QT5HJGSXVKI4&amp;dib=eyJ2IjoiMSJ9.uA6OCiqLJUNzJCJReIuoGlkMmRoDDpxkQcGsbczmEa1enQq10vXLlNQHmqH0D4gbtCaHSsbO1c2W8Yg53tUDl-_3th4IzCSu-w1PgIFniK9WU0Ngd2qXTLs2-CMWpA4ZTkpPWAY12CFC5UGEK_3KJLheXGxcgvxgORYa0CE1mmE9QUjzer4C_WHXCnlllgpxejpXpnS9NgofzAMryYst8Ng5u9aRPxdeBr8wmy2k_CuhOUUHmQWl8tunPRa7lu2yuzBXZLMJSmEtR5WaOOAVIOfy97ROBXeaqKzR4jq80kU.FdgtT5PAXgPDuvzdHH7T-21ZFQ4MOmC1LEHl3TQib_A&amp;dib_tag=se&amp;keywords=alafia%2Blotion&amp;qid=1776912218&amp;sprefix=alafia%2Bloti%2Caps%2C352&amp;sr=8-1&amp;th=1">coconut oil–based option from Alaffia</a> for under $20. It’s mildly scented, soothes even irritated skin, and leaves out the artificial fragrances and phthalates. 
Deodorant. Conventional deodorants are laden with aluminum and antiperspirant agents that <a href="https://www.ewg.org/news-insights/news/antiperspirants-and-breast-cancer-there-link">some studies link to cancer</a>. In their place, many natural deodorants use baking soda to absorb odor, but I’ve tried enough natural deodorants to know that some work, some don’t, and some will leave you with an alarming skin rash. My <a href="https://bubbleandbee.com/natural-deodorant-for-sensitive-skin">favorite option</a> uses organic arrowroot powder, organic shea butter, organic sunflower oil, and essential oils — and comes in reusable glass containers as a bonus — for under $15.
Toothpaste. We’ve all heard the fluoride debate by now: The mineral has gone from an anti-cavity miracle to a dangerous neurotoxin. Either way, the mouth is where digestion begins, and dental problems have been linked to both <a href="https://pmc.ncbi.nlm.nih.gov/articles/PMC8812457/">fertility issues</a> for women and <a href="https://www.health.harvard.edu/diseases-and-conditions/gum-disease-and-the-connection-to-heart-disease">cardiovascular disease</a>. Today, there are dozens of toothpaste choices for every MAHA preference. Traveling? Try a <a href="https://www.amazon.com/Eco-Dent-DailyCare-Baking-Soda-Toothpowder/dp/B000OLE96G">tooth powder</a>. Have you heard about the remineralization properties of nano-hydroxyapatite? Try <a href="https://www.amazon.com/Davids-Natural-Toothpaste-Antiplaque-Fluoride-Free/dp/B00ZTJC26C?tag=ustxtaddt-20">David’s</a>. What about a xylitol-based toothpaste? There’s <a href="https://www.amazon.com/Davids-Natural-Toothpaste-Antiplaque-Fluoride-Free/dp/B00ZTJC26C/ref=sr_1_9?crid=X7T9LTLK8R8N&amp;dib=eyJ2IjoiMSJ9.TEBihgQJrRs8u_waRCe2nrPVe8rE06m-EwW-4l5XORPB0P-VAi_N7j1xUJWLVSeyU8ai1x_fZh4kiiTuH1IY43507Kpg_4pD8e45Tj1R7sbNtxrzLcDypkMQermC5bi7tnXI8FSL4-H8Ysw7VZmXmkn86OUb0St9CgeHMK_kNQFnevQxSHfvhDYP792FZBeZbtv23qwzKByn1qiVnv2fJu_inn5oqCuWudMeDYBtsQOQkQhkqfwTai88k4aSnHF_6sbI54WmzQKnRk5LH2A_r_ane-HgbxMXybna81VC38g.Z7d-KFx1GV0I6eL9vk58h7QTrLt5XYWzpjAE4L9gcvs&amp;dib_tag=se&amp;keywords=davids%2Btoothpaste%2Bhydroxyapatite%2Bfree&amp;qid=1776910258&amp;rdc=1&amp;sprefix=davids%2Btoothpaste%2Bhydroxyapatite%2Bfre%2Caps%2C208&amp;sr=8-9&amp;th=1">one for that</a>, too!
Mouthwash. Alcohol-versus-no-alcohol options compete for the same attention in the mouthwash category as the fluoride debate does in the toothpaste aisle. Ditch the debate altogether by mixing up your own <a href="https://thehealthyconsultant.com/homemade-mouthwash-recipe-with-baking-soda/">mouthwash concoction</a> of water, baking soda, salt, and (optionally) peppermint essential oil. Baking soda neutralizes acid, and salt is <a href="https://www.acefamilydental.com/why-rinse-with-salt-water-after-dental-surgery/">naturally antiseptic</a>. There’s a reason why many dentists <a href="https://www.hsdm.harvard.edu/post-procedure-dental-care-instructions">recommend</a> salt rinses after oral surgery. 
Razors. The smoothing lubrication strip on many disposable razors can contain <a href="https://chemtrust.org/news/razors-suspected-edc/">hormone-disrupting chemicals</a>. While there are plenty of cartridge-based and plain safety razor options, it’s also just as easy to keep buying your favorite razors, peel away the moisture strip, and shave as usual.
Shaving cream. For those of us sporting strawberry legs or a scabby face without that moisture strip, shaving cream or gel is a must-have. And perhaps the only thing better than Dr. Bronner’s bar soap is the brand’s organic shaving soap. It comes in a <a href="https://www.amazon.com/Dr-Bronners-Unscented-Peppermint-Moisturizes/dp/B099BXVMBD/ref=sr_1_3?crid=2JL6CS0FTKRI&amp;dib=eyJ2IjoiMSJ9.J-uVk0Aa0F4nr29696eIwFUcNo3-V15CHA4wF_4hLkIycyfq7Lht4lIblKYLlOmolqQ2cYk7Fap9o4fdIOHt5IjrRkoi8OxXmYjO5R0zXbx3uTiiNXz_xWWQjLLbQXiRdkfOUJkLwnoeEHqsAyL-672BJQQ41DNBbhpwre799Bko7hkumhqxWnS9Pi8NPML8J8zoq7yzAr8SkyJkIr4MjGyjx1mMVwtKUOdHyOvjF5PFOOjDHAZ94AEp5ziozBZDxqacHb7wNKUsy-rcQKWMPX7qrLh2qJU8zfxOKnbnfMw.M1HCsnfm-YXXvxeVNbXXbA8xHvCUuztQajM_HjEJrts&amp;dib_tag=se&amp;keywords=dr%2Bbronner%27s%2Bshaving%2Bgel&amp;qid=1776391539&amp;sprefix=dr%2Bbronners%2Bshaving%2B%2Caps%2C455&amp;sr=8-3&amp;th=1">variety of scents</a> (arriving in a three-pack for $35), and since it&#8217;s packed full of moisturizing oils, it’ll leave your skin smoother than ever. A drop or two goes a long way, so the 7-oz bottle lasts months. 
Like plenty of health enthusiasts, I’ve come to accept that my priorities mean paying more, but where I can, I’m clawing back my dollars. Despite the inevitable product marketing, making American healthy again doesn’t mean making America broke. But it’s up to us to keep an eye on both ingredients and our wallets.
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Jordan Jantz is the assistant editor at IW Features as well as a freelance writer, editor, and website designer.

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These 11 MAHA-Approved Products Are Winning The War On Toxic Ingredients

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These 11 MAHA-Approved Products Are Winning The War On Toxic Ingredients