Revlon announced on Thursday new advancements in clean cosmetics with the launch of the first product that meets the Environmental Working Group’s (EWG) industry-leading clean beauty standards.
Revlon is the first global brand to bring a EWG-verified cosmetic product to mass retailers, helping make clean beauty more affordable and accessible.
The beauty company’s new PhotoReady Prime Plus Perfecting + Smoothing Primer has been EWG-verified, which is widely recognized as the most trusted and rigorous evaluator of personal care products. To receive the certification, products must meet robust ingredient and transparency requirements.
“More than just buying differently, consumers want added assurances about the products they buy and their ingredients,” said Revlon president and CEO Debra G. Perelman, in a news statement.
“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.”
The PhotoReady Prime Plus Perfecting + Smoothing Primer obtained a ‘green’ skin deep score indicating that the ingredients are lowest hazard and adhere to ingredient restrictions set by U.S. and global regulatory bodies.
“This is an important milestone for EWG, Revlon and the beauty industry as a whole,” added Ken Cook, EWG president and co-founder.
“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.”
There has been a growing consumer appetite for clean beauty, in recent years. Brands like Drunk Elephant, Biossance, and retailers alike, have been quick to promote new natural, chemical-free formulas.