Over 125 cosmetics and personal care products from 14 brands have earned the Environmental Working Group (EWG)’s new verification. The EWG VERIFIED™ program aims to help customers quickly and easily identify products that meet strict ingredient standards and are “produced with the best manufacturing practices.”
The program was announced in October and has quickly grown to include cosmetics such as foundations, blushes, eye shadows, eye liners, lipsticks and lip glosses; skin care products including cleansers and moisturizers; shampoos, soaps and deodorants; and more.
“Earning the EWG VERIFIED™ mark isn’t easy, as anyone who has read our very detailed application criteria can attest. So we are thrilled to see that the list of items in the pipeline to be EWG VERIFIED™ continues to grow, and we’re adding new ones to the program at an impressive pace,” said EWG President Ken Cook. “Our mark gives consumers peace of mind at the point of sale as they try to avoid toxic and potentially harmful chemicals widely used in personal care products.”
EWG VERIFIED™ products must be free of ingredients on EWG’s “unacceptable” list and meet limits for ingredients on EWG’s “restricted” list, and fully disclose all ingredients on the label, including the specific ingredients that make up their fragrance mixtures. The lists are based on bans and restrictions set by government agencies in the U.S. and abroad or recommendations from authoritative public health bodies such as the World Health Organization.
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EWG has an up-to-date list of EWG VERIFIED™ items, which is updated as products are approved – even before the mark appears on product labels. So far, the list includes brands such as Beautycounter, Rejuva Minerals, Sally B’s Skin Yummies, MyChelle Dermaceuticals, Silk Therapeutics, Makes 3, and Purelygreat.
“EWG’s Skin Deep® cosmetic database contributed to my growing awareness about toxic chemicals in mainstream products, and it became my point of reference when I started Just The Goods. Joining EWG VERIFIED™ affirms my commitment to transparency. It is affordable to take care of our health and our planet. We shouldn't have to compromise,” said Milena Placentile, Just The Goods’ owner. As of press time, her company has 3 verified products.
Companies that would like the EWG VERIFIED™ on their products must fill out a few documents and an application form. EWG estimates the approval process to take 6 to 8 weeks.