More than two years after Johnson & Johnson Baby Powder hit its end in North America, the company unveiled a new talc-free brand of baby powder.

This baby powder gives some reassurance to people who wonder if any Johnson & Johnson baby powder is safe to use now.

Johnson & Johnson announced the new Vivvi & Bloom brand of baby powder in a press release last week. This is the first new baby powder product since the healthcare giant decided to stop manufacturing its popular Johnson & Johnson Baby Powder. Vivvi & Bloom is specifically a “new skin and hair care brand for babies and toddlers developed to be intentionally simple through its purposeful ingredients, purposeful mission, and purposeful science,” states the press release.

Fortunately, the new Vivvi & Bloom brand is made of natural ingredients – and talc was left out of the equation. The reason why is from years of legal issues for Johnson & Johnson related to Vivvi & Bloom’s controversial predecessor.


History of Johnson & Johnson Baby Powder

Johnson & Johnson Baby Powder is made with talc. What is talc, though? Talc is a naturally forming mineral that co-resides with another mineral: asbestos. Talc is harmless on its own, but asbestos is dangerous and causes cancers such as mesothelioma, lung cancer and ovarian cancer.

For the purposes of creating Johnson & Johnson Baby Powder and other healthcare products – including cosmetics like blush and mascara – talc is ground into a powder (talcum powder). This powder absorbs moisture and keeps skin clean and healthy.

The process of grinding talc into talcum powder can cause loose fragments of asbestos to contaminate the powder ingredient. Using any talcum powder products will release the weightless asbestos fibers into the air. The person using the powder can inhale the asbestos or swallow the fibers. This is the first step in how asbestos causes cancer.

Johnson & Johnson Baby Powder was arguably the company’s most popular and elite product for decades. Mothers used the powder on their babies to clean their skin. The powder also had a pleasing smell. Women also used the powder on themselves for the same reasons.

One of the main ingredients was talc, though, and it reportedly led to hundreds, if not thousands, of cancer cases. Many victims filed lawsuits against Johnson & Johnson for their cancer diagnosis. The company was on the hook for millions – into billions – of dollars.

As of 2022, there are more than 30,000 pending cancer lawsuits against Johnson & Johnson. Most, if not all, stem from use of talcum powder brands that exposed the consumer to asbestos.

Johnson & Johnson denied the presence of asbestos in its talc items. However, in 2019, Johnson & Johnson recalled thousands of bottles of Johnson & Johnson Baby Powder after the U.S. Food and Drug Administration tested and found evidence of asbestos in a bottle.

In May 2020, Johnson & Johnson pulled the plug on its talc Baby Powder. The company announced it was no longer manufacturing or selling the item in the United States, Canada and Mexico. The company still sells the talc brand in many other countries, though.


Vivvi & Bloom

Aside from being talc-free – and hopefully asbestos-free – Vivvi & Bloom is marketed towards millennial and Generation-Z parents.

The brand features “natural ingredients” that parents can trust. The brand also has three different products, which are all 2-in-1 offerings, to “streamline” the the baby care routine for parents:

  • 2-in-1 Wash & Shampoo Cleansing Gel
  • 2-in-1 Face & Body Whip Lotion
  • 2-in-1 Scalp & Body Massage Oil

The Environmental Working Group verified all Vivvi & Bloom products as safe to use. This organization often tests products for unsafe ingredients, including talc and asbestos.

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About the Writer, Devin Golden

Devin Golden is the content writer for Mesothelioma Guide. He produces mesothelioma-related content on various mediums, including the Mesothelioma Guide website and social media channels. Devin's objective is to translate complex information regarding mesothelioma into informative, easily absorbable content to help patients and their loved ones.