Shop Smarter, Choose EWG Verified Products


WASHINGTON – The EWG VERIFIED™ program now features 118 products, allowing shoppers to quickly and easily identify cosmetics and personal care items that meet our strictest health and transparency standards.

EWG VERIFIED™ products include cosmetics like foundations, blushes, eye shadows and eye liners, lipsticks and lip glosses; skin care products including cleansers and moisturizers; shampoos and soaps; and many more.

“Earning the EWG VERIFIED™ mark isn’t easy, as anyone who has read our very detailed application criteriacan attest. So we are thrilled to see that the list of items in the pipeline to be EWG VERIFIED™ continues to grow, and we’re adding new ones to the program at an impressive pace,” said EWG President Ken Cook. “Our mark gives consumers peace of mind at the point of sale as they try to avoid toxic and potentially harmful chemicals widely used in personal care products.”

The EWG VERIFIED™ mark helps shoppers in stores and online to quickly and easily identify cosmetics and other personal care products that meet EWG’s strictest standards. Items bearing the mark must score in the “green” range in EWG’s enormously popular, market-changing Skin Deep® cosmetics database and also meet additional criteria set by EWG scientists.

“We’re making it simple to find consumer products that meet our rigorous health and transparency standards – keeping shoppers in the know about what’s really in their products,” said Nneka Leiba, EWG deputy director of research.

EWG VERIFIED™ items must be free of substances that EWG has put on its “unacceptable” list and meet limits for chemicals on EWG’s “restricted” list. Ingredients on these lists have been banned or restricted by U.S. or international government agencies or other authoritative public health bodies, such as the World Health Organization. Companies must also fully disclose their products’ ingredients – including the specific ingredients that make up their fragrance mixtures – and follow good manufacturing practices.

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.

Companies that have products EWG VERIFIED™ include: Beautycounter, MyChelle, Rejuva Minerals, Makes 3, Celtic Complexion, W3ll People, Cocoon Apothecary, Just The Goods, Bioassance, Jouve, Purelygreat and Sally B’s Skin Yummies.

There are several ways to find out which products have earned the EWG VERIFIED™ mark:

  1. 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.
  2. Check company websites. Companies with EWG VERIFIED™ products have information on their websites to show which of their products meet EWG’s health and transparency standards.
  3. 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,


Deanna Latson, chief product officer, ARIIX:

“EWG VERIFIED™ status is an exceptional recognition of the high standards to which we hold our products. We applaud EWG for providing consumers with the education they need to make informed decisions and live healthier lives.”

Gregg Renfrew, founder and CEO, Beautycounter:

“Beautycounter is mission-driven – we use a rigorous ingredient selection process to ensure we’re making healthy skin care and beauty products while simultaneously working to move the market and policy toward cleaner, healthier ingredients. Early participation in the EWG VERIFIED™ program is in full alignment with who we are.”

Jennifer Devlin Waller, founder and CEO, Celtic Complexion Luxury Artisan Skincare: 

“From the very beginning, Celtic Complexion sought to create healthy skin care. We are so proud to be a part of the trailblazing green beauty movement and feel genuinely humbled to be recognized by the EWG VERIFIED™ program.”

Jessica Burman, owner and founder, Cocoon Apothecary:

“EWG and its Skin Deep® cosmetic database have been an important resource for our company for many years. We’ve been able to make informed decisions about our ingredient choices and the impact they have on our customers and the environment. That is why we joined the EWG VERIFIED™ program.”

Milena Placentile, owner, Just The Goods:

“Just the Goods is honored to join the EWG VERIFIED™ program. EWG’s Skin Deep® cosmetics database contributed to my growing awareness about toxic chemicals in mainstream products, and it became my point of reference when I started Just The Goods. Joining EWG VERIFIED™ affirms my commitment to transparency. It is affordable to take care of our health and our planet. We shouldn’t have to compromise.”

Kristine Sperling, founder, Makes 3: 

“Makes 3 is a young and growing company and we know that the EWG VERIFIED™ program will help give our customers assurance. It’s exciting to be part of the movement that is turning the world into a healthier place for everyone. Thank you, EWG VERIFIED™!”

Kimberly Heathman, CMO, Mychelle Dermaceuticals:

“MyChelle is thrilled to join the EWG VERIFIED™ program. For 15 years we have focused on healthy products with full transparency in ingredient labeling – complying with EWG’s strict standards and policies. As a part of this new initiative, we look forward to spreading this important message to consumers who look to EWG for information that empowers people to live healthier lives.”

Philip Pellat, founder, Purelygreat:

“Purelygreat is thrilled to be part of the EWG VERIFIED™ program. Our products are made from simple, healthy ingredients. This mark further demonstrates our commitment to your health!”

Brenda Hyre, president, Rejuva Minerals, Inc.:

Rejuva Minerals has manufactured makeup for more than 10 years. And although our products have already been rated “low hazard” in EWG’s Skin Deep® database, Rejuva Minerals has met EWG’s rigorous criteria and offered full ingredient disclosure to earn the prestigious EWG VERIFIED™ mark. We look forward to spreading the word about this new gold standard.

Source: Press Release


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