'EWG Verified' Personal-Care Safety Seal Builds On 'Skin Deep' Platform
This article was originally published in The Rose Sheet
Aimed at helping "overwhelmed" shoppers easily find personal-care products, the Environmental Working Group introduces its own safety standard and associated seal. The group hopes the EWG Verified program will incentivize cosmetics manufacturers to develop products that score well on its "Skin Deep" hazard scale and other criteria in the absence of robust federal regulations.
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NSF International has put its cosmetic product verification program on ice due to lack of interest since its launch in April 2017. Meanwhile, more than 1,000 products from 75+ brands have earned the "EWG Verified" mark, and the NGO says interest is higher than ever following Walmart's announcement in September that it will begin pushing vendors to pursue the verification.
The beauty industry do-gooder returned to Washington Sept. 12 with 15 other brands in tow, pressing lawmakers for a hearing on the proposed Personal Care Products Safety Act.
Nonprofit Made Safe certifies consumer products that pass its evaluation against chemical lists from regulatory authorities, NGOs and other sources. Mother Dirt's AO+ Mist – designed to restore balance in skin's microbiome that conventional cleansers disrupt – made the cut, according to a July 17 announcement.