Beautycounter has found a like-minded partner in Environmental Working Group (EWG), the nonprofit environmental and health group known for its research on toxic and potentially harmful chemicals in consumer goods. The nontoxic beauty brand is taking part in EWG VERIFIED, a new program to help shoppers easily identify safe personal-care products.
Henceforth, products that meet the group’s highest standards will bear a green EWG VERIFIED seal. EWG has compiled an extensive list of harmful ingredients, similar to Beautycounter’s Never List, banned by U.S. or international government agencies and other public health organizations.
To gain the group’s stamp of approval, products must adhere to those restrictions. Companies also must follow good manufacturing practices and fully disclose product ingredients on their packaging and websites.
The point-of-sale initiative builds upon the success of EWG’s Skin Deep database, which provides safety ratings