Revlon First Global Brand To Bring EWG VERIFIED™ Clean Cosmetic to Consumers
WASHINGTON – In a breakthrough move, Revlon becomes the first global brand to bring an EWG VERIFIED™ cosmetic product to mass retailers, making affordable clean beauty a reality for millions of discerning consumers. Launched today, Revlon’s PhotoReady Prime Plus™ Perfecting + Smoothing Primer meets EWG’s industry-leading clean beauty standards.
EWG is widely recognized as the most trusted and rigorous evaluator of personal care products by awarding this prestigious mark only to products that meet stringent ingredient and transparency requirements.
EWG empowers consumers to make more informed decisions about their health, the environment and the products they buy through research, education and advocacy. With more than 9 million annual visits, EWG’s Skin Deep® online database is an important tool for consumers to make healthier purchasing choices for themselves and their families.
The PhotoReady Prime Plus Perfecting + Smoothing Primer was specifically formulated to meet the EWG VERIFIED mark’s robust criteria. Products earn the EWG VERIFIED mark by obtaining a “green” Skin Deep score, indicating that the ingredients are of the lowest hazard and supported by scientific data; adhering to ingredient restrictions set by U.S. and global regulatory bodies; and providing full transparency of ingredients.
“Revlon is proud to launch the first EWG VERIFIED cosmetic available globally to consumers in mass retail stores,” said Revlon President and CEO Debra G. Perelman. “More than just buying differently, consumers want added assurances about the products they buy and their ingredients. Building on our longstanding partnership with EWG and commitment to health, Revlon understands the changing needs of consumers and is leading the way in bringing clean and transparent beauty to consumers at an accessible price point.”
“This is an important milestone for EWG, Revlon and the beauty industry as a whole,” said Ken Cook, EWG president. “EWG and Revlon have a long history working together to advance responsible cosmetics reform in Congress. This partnership was enhanced over one year ago, when we started this conversation about making clean beauty products widely available. We are grateful for Revlon’s commitment to consumer health and transparency.”
The EWG VERIFIED Revlon PhotoReady Prime Plus Perfecting + Smoothing Primer is one of three in a collection of multi-benefit primers.
Revlon EWG VERIFIED PhotoReady Prime Plus Perfecting + Smoothing Primer will be sold at drug/mass retailers nationwide and Revlon.com in January 2020 at a suggested retail price of $13.99.
The Environmental Working Group is a nonprofit, non-partisan organization that empowers people to live healthier lives in a healthier environment. Through research, advocacy and unique education tools, EWG drives consumer choice and civic action.
About Revlon: An iconic American beauty brand, Revlon was founded in 1932 with revolutionary opaque nail enamel. Today the brand is regarded as global beauty leader, innovator and color expert, offering consumers in more than 150 countries a range of high-quality color cosmetics.