EWG’s New Mark Lets Consumers Shop Smarter
WASHINGTON – Shoppers can quickly and easily identify cosmetics and personal care items that meet EWG’s strictest health and transparency standards with the EWG VERIFIED™ mark.
The program now features 252 products. It covers cosmetics, including foundations, blushes, eye shadows, eye liners, lipsticks and lip glosses; skin care products such as lotions and moisturizers; shampoos and soaps; and many more.
“We are thrilled that the EWG VERIFIED™ program continues to grow,” said Nneka Leiba, EWG Deputy Director of Research. “There are so many companies and products in the pipeline to be approved. We’re adding new ones at an impressive pace. The EWG VERIFIED™ mark gives consumers peace of mind at the point of sale as they try to avoid potentially harmful chemicals widely used in personal care products.”
Items that carry the mark must score in the “green” range in EWG’s dynamic, market-changing Skin Deep® cosmetics database and must also meet additional criteria set by EWG researchers.
EWG VERIFIED™ products must:
- be free of EWG’s ingredients of concern.
- fully disclose all ingredients on the label.
- be produced with the best manufacturing practices.
New companies whose products have qualified for the EWG VERIFIED™ mark include: Bioassance, AveSeena, Be Natural Organics, C2 California Clean, Dolphin Organics, FRIDDA DORSCH, isoi, Life Elements, Modere and Silk Therapeutics.
Shoppers have several ways to find out which products have earned the EWG VERIFIED™ mark:
Look for the mark on the package. The EWG VERIFIED™ mark will soon be visible to shoppers making their way down store aisles or searching for products online.
Check company websites. Companies with EWG VERIFIED™ products say on their websites which of their products meet EWG’s health and transparency standards.
- Search our Skin Deep® database. Each EWG VERIFIED™ product will be flagged in Skin Deep®, with the mark appearing next to the Skin Deep® score. The mark also appears at the top of all EWG VERIFIED™ product pages.
For more information about the program and to see the full list of the criteria, visit www.ewg.org/EWGVERIFIED.
PRAISE FROM PARTICIPATING COMPANIES:
Caroline Hadfield, senior vice president of personal care, Amyris (parent company of Biossance)
“Biossance™ pioneers sustainable solutions in beauty backed by the power of science. We proudly omit more than 2,000 ingredients due to safety and environmental concerns. Since the EWG VERIFIED™ program began, it was clear that our missions are aligned and we are proud to be among the first participating in the program.”
Ebru Karpuzoglu, founder AveSeena
“AveSeena offers scientifically designed, natural beauty supercharged skin care products. Our scientific focus ensures not a single drop of unwanted chemicals will touch your skin. Our formulation process and principles fully align with the innovative EWG VERIFIED™ program. AveSeena is delighted to be recognized by EWG VERIFIED™ as a contributor to the healthy skin care movement as we redefine prestige beauty without harmful chemicals.”
Joanne O'Donnell, owner and founder, Be Natural Organics
“Our mission at Be Natural Organics has always been ‘Pure ingredients with Powerful results.’ We are honored to be accepted into the EWG VERIFIED™ program. This mark enables the consumers to easily identify healthier choices that are free from ingredients of concern. EWG arms millions of consumers with the knowledge to make informed choices.”
Clarissa Shetler and Christine Falsetti, co-founders, C2 California Clean
“With its proactive and scientific based approach, EWG has set the gold standard for contributing positively toward a brighter and healthier future. C2 California Clean follows EWG’s approach – knowing the facts about the micro and macro impact of skin care products helps everyone age smarter. We are honored to be aligned with EWG VERIFIED™ in our quest to bring a clean, healthy and effective skincare line to market.”
Ayo Hart, founder, Dolphin Organics
“At Dolphin Organics our mission is to create products made with the cleanest ingredients. All of our ingredients are non-GMO, and we are certified vegan and cruelty-free. Our innovative labels provide complete transparency, allowing you to quickly see all of our ingredients, their source and their purpose. We have been long-time supporters of Skin Deep and are thrilled to join EWG VERIFIED™. In the under-regulated world of personal care products, it is comforting to know the EWG VERIFIED™ mark will allow families to make smarter, more informed purchasing decisions.”
Coral Marquez Dorsch, ceo, FRIDDA DORSCH
“Our mission in FRIDDA DORSCH is to produce healthy, non-sensitizing, effective and eco-sustainable products. We manufacture the cosmetics we want for our children, our family and us. When we first heard about EWG’s Skin Deep, we fully identified with its healthy standards criteria. Now, we are proud to be part of the EWG VERIFIED™ program.”
Linda Jinmin Lee, president and ceo, isoi
“I founded isoi because after battling skin conditions for years, I found natural products were the key to soothing my skin. I realized that cosmetics are consumed just as food is, and that we should nourish our skin the same way we do our bodies. isoi has worked hard to comply with EWG’s Skin Deep strict standards and to educate consumers about the selection of healthier cosmetics. Joining in the EWG VERIFIED™ program will serve as great synergy to share our philosophy with others.”
Martha Van Inwegen, president, Life Elements
“At Life Elements we’ve always focused on educating people on the importance of knowing exactly what is going in and on your body. The EWG VERIFIED™ designation adds a powerful and meaningful stamp of approval to our products – Action Wipes and Naturally Clean Wash Powders – especially since there are no current standards for body wipes. EWG VERIFIED™ substantiates the quality of our ingredients, our manufacturing practices and the transparency we have always been proud of. It demonstrates how Life Elements is leading the charge to change the wet wipe industry and how a ‘disposable’ industry can become a responsible industry.”
Vic Catalfamo, chief marketing officer, Modere
“Modere has been committed to providing effective clean personal care, household care, and health and wellness products for more than 25 years. We believe that in conjunction with EWG will provide consumers worldwide with an easy way to identify those products possessing a healthy profile. We are proud to display the EWG mark on several Modere products including the first oral care line in the world to be EWG VERIFIED™. This is an important step toward our goal to fuel a live clean lifestyle movement for consumers worldwide by educating and providing them with an opportunity to switch to healthier choices for all their everyday essentials.”
Greg Altman, PhD, ceo and co-founder, Silk Therapeutics
“Silk Therapeutics is honored to be among the first cosmetics and personal care product lines certified as EWG VERIFIED™. We believe a standard of transparency ought to be required of the cosmetics industry, whose products also come in contact with and enter the body no differently than medical devices and pharmaceuticals. With our silk technology and formulations, in conjunction with EWG VERIFIED™, we hope to demonstrate to other companies that it is possible for the beauty industry to be thoughtful and transparent about the ingredients it uses.”