Johnson & Johnson discontinues talc-based baby powders in the U.S. and Canada

Johnson & Johnson talc-based baby powder has come under fire in recent years due to inconclusive claims linking it to cancer diagnoses, despite recent studies finding no meaningful association between the use of talc-based powders and ovarian cancer. Nonetheless, a long-term decrease in sales, in combination with shifting consumer needs during the pandemic, prompted the brand to announce Tuesday that it’s permanently discontinuing roughly 100 products, including talc-based baby powders, in the U.S. and Canada.

“Demand for talc-based Johnson’s Baby Powder in North America has been declining due in large part to changes in consumer habits and fueled by misinformation around the safety of the product and a constant barrage of litigation advertising,” the brand says in a statement. “The Company will wind down the commercialization of talc-based Johnson’s Baby Powder in the U.S. and Canada in the coming months.”

Johnson & Johnson will continue to sell its existing inventory of the product in stores in the U.S. and Canada until it runs out. Cornstarch-based baby powders will still be available, and both types will continue to be sold in other countries.

Talc is often found underground in close proximity to the carcinogen asbestos. In 2018, 22 women and their families who say asbestos found in Johnson & Johnson’s talcum powder contributed to their ovarian cancer were awarded nearly $4.7 billion in damages. In 2019, the company was ordered to pay $29 million to a woman in California who says the powder caused her to develop mesothelioma, a type of cancer linked to asbestos exposure. According to the FDA, Johnson & Johnson voluntarily recalled several powders after they tested positive for asbestos. The brand maintains that its talcum powder is safe.

“Johnson & Johnson remains steadfastly confident in the safety of talc-based Johnson’s Baby Powder,” reads a statement. “Decades of scientific studies by medical experts around the world support the safety of our product. We will continue to vigorously defend the product, its safety, and the unfounded allegations against it and the Company in the courtroom.”

The American Cancer Society says that there isn’t enough conclusive research to link talcum powder exposure to and cancer.

“It is not clear if consumer products containing talcum powder increase cancer risk,” reads a post on the ACS website. “Studies of personal use of talcum powder have had mixed results, although there is some suggestion of a possible increase in ovarian cancer risk. There is very little evidence at this time that any other forms of cancer are linked with consumer use of talcum powder.”

But many consumers still shy away from talcum powder, and brands took notice with plenty of powder-based clean beauty products, like dry shampoo and deodorant, advertising as “talc-free.” The National Women’s Health Network said in a statement on Wednesday that the organization is pleased with the discontinuation of this product.

“This week’s announcement represents a major victory for the NWHN and our allies who raised concerns about J&J’s talc-based baby powder,” reads the statement. “While the company continues to defend talc-based baby powder, this week’s statement acknowledges that advocacy campaigns like ours to warn women about talc’s dangers played a role in [the brand’s decision].”

Written by: WellGood