Step into a drugstore or department store today, and you’re greeted with aisle upon aisle of products. For the health-conscious consumer, the first step might be to look at the product label. Words like “natural,” “organic,” and “dermatologist approved,” along with various seals and certifications, abound as more and more companies are vying for a piece of the more than $60 billion domestic beauty market. But when it comes down to it, which products can you really trust when it comes to safety?
One certification stands above the rest: The Environmental Working Group (EWG). The EWG, one of the most respected voices in protecting consumer health, founded the EWG VERIFIED™ program* in 2015 to review products against the strictest safety standards. (Beautycounter is proud to be a founding member of the EWG VERIFIED ™ program.) So why is this particular mark of approval such an important tool for consumers?
First, the program drives companies to disclose ingredients like fragrance allergens that are rarely listed on product labels. It’s also the first third-party non-toxic certification for personal care products in the U.S. The EWG’s criteria for certification focuses on the safety of a product’s ingredients—for example, products must score “green” in EWG’s Skin Deep™ data base and cannot contain any ingredients with significant health, environmental, or contamination concerns. The program gets an additional credibility check because companies cannot influence the verification process. As one condition of participating, companies must agree that EWG has the right to perform random product verification to ensure that their products continue to meet the criteria for certification.
As a pioneering clean beauty brand, we take our commitment to ingredient transparency seriously. Certification is a rigorous process and in order to earn the EWG VERIFIED ™ stamp of approval for our products, we share every ingredient that goes into our formulations. Take our Countertime line: all six products are EWG VERIFIED ™ and our transparent approach extends to listing allergens that the EU requires—but the U.S. does not. Our hope is that by doing this, we set an example for other brands to similarly share these naturally occurring allergens, empowering consumers to choose safer, healthier products.
In the coming months, watch for more Beautycounter products to begin sporting the EWG VERIFIED ™ logo as we continue to submit products for verification. While some products (like acne treatment products and sunscreens) cannot go through the verification process because they are considered by the FDA to be an Over the Counter (OTC) drug and are therefore excluded from review, the majority of Beautycounter’s products will be EWG VERIFIED ™ by the end of 2020.
In the crowded personal care marketplace, a clean authority can be hard to find. Without a government-backed certification administered by the Federal Drug Administration (FDA), the EWG VERIFIED ™ logo is a trusted mark for consumers denoting rigorous, independent verification done by EWG’s team of scientists. By participating, Beautycounter aims to empower our #betterbeauty community with the information they need to vote with their dollars and transform the beauty industry so that one day, all beauty is clean beauty.