DEERFIELD, Ill. — Walgreen Co. has launched a new private label line featuring products free of harmful chemicals.

The Ology line includes baby care and personal care products, as well as household cleaners, paper products and compact fluorescent lightbulbs.

Consumer interest in products free of potentially harmful or carcinogenic chemicals is on the rise, and the U.S. Senate is considering a chemical reporting bill, the Safe Chemicals Act, which would require that ingredients be shown to be safe for human health before being used in consumer products. In response to the pending legislation, a number of leading manufacturers have promised to remove suspect ingredients from many of their products in the next few 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,” said Joe Magnacca, president of daily living products and solutions at 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 products, introduced earlier this month, include shampoos and body lotions that are free of sulfates, parabens and other harmful chemicals; laundry detergent and household cleaners made without such chemicals as ammonia or chlorine bleach; and toilet paper, tissues, paper towels and copy paper billed as 100% tree-free and made with readily renewable resources.