Beauty Store Business

MAY 2016

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Marc Birenbaum Executive Editor mbirenbaum@creativeage.com 6 May 2016 | beautystorebusiness.com Editor's Note It gives "consumers peace of mind as they try to avoid toxic and potentially harmful chemicals ..." About The "EWG VERIFIED: For Your Health" Mark HAVE YOU HEARD ABOUT THE "EWG VERIFIED: For Your Health" mark on per- sonal care products yet? If not, you will soon. It's part of a new verification pro- gram by the Environmental Working Group that gives "consumers peace of mind at point of sale as they try to avoid toxic and potentially harmful chemicals and con- taminants commonly found in consumer goods," according to an Oct. 27, 2015, press release titled "EWG VERIFIED Takes Aim At Toxic Ingredients In Consumer Products" announcing it. The green-colored mark with the EWG. org website address on it "will help shop- pers quickly and easily identify personal care products, including cosmetics, that meet EWG's strictest standards while shopping in stores and online," says the press release. EWG is only using its mark in these personal care product categories: baby products, hair products, makeup, nail products, skin products, and oral care products. There are certain products that it will not use the mark on. Products that bear the mark must score in the "green" range in EWG's Skin Deep cosmetics database and meet additional criteria set by EWG. EWG VERIFIED prod- ucts must be free of substances on EWG's "unacceptable" list and meet limits out- lined in EWG's "restricted" list. Companies seeking the EWG VERIFIED mark also have to fully disclose their products' ingredients on their packaging and on their websites, and follow good manufacturing practices. EWG launched EWG VERIFIED with two "founding member" companies— Beautycounter and MyChelle Dermaceuticals. "Beautycounter is mission-driven—we use a rigorous ingredient selection process to ensure we're making safer, effective skin care and beauty products, while simulta- neously working to move the market and policy toward cleaner, healthier ingredi- ents," says Beautycounter founder and CEO Gregg Renfrew. "Early participation in the EWG VERIFIED program is in full alignment with who we are." MyChelle Dermaceuticals CMO Kimberly Heathman states, "MyChelle is thrilled to join the EWG VERIFIED program. For 15 years we have focused on clean, conscious, and ethically sourced 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." MyChelle issued a press release Feb. 4 titled "MyChelle Champions Total Transparency in Skin, Sun Care Ingre- dients," noting that 15 of its products are EWG VERIFIED. Seven other companies are EWG VERIFIED members, according to EWG's website as I write this in mid-March. Also, EWG plans to expand EWG VERIFIED to include other goods—including household cleaners and food. Is all this good or bad (or neither) for beauty product consumers? Your beauty- retail operation? Your beauty distributorship? Beauty brands? The beauty industry overall? Stay tuned for more ... ■

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