In one of the boldest moves toward eliminating toxins from products consumers use every day, Wal-Mart Stores Inc. on Thursday (Friday in Manila) notified its suppliers they will have to reformulate soaps, makeup and household cleaners as the world’s largest retailer begins to shed harmful chemicals from store shelves.

Wal-Mart’s new policy, announced in September but outlined in detail for the first time on Thursday, signals the start of a pivot in the personal care products industry as the retailer demands higher standards of safety—oversight that the federal government doesn’t have.

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