'EWG Verified' Personal-Care Safety Seal Builds On 'Skin Deep' Platform

Aimed at helping "overwhelmed" shoppers easily find personal-care products, the Environmental Working Group introduces its own safety standard and associated seal. The group hopes the EWG Verified program will incentivize cosmetics manufacturers to develop products that score well on its "Skin Deep" hazard scale and other criteria in the absence of robust federal regulations.

The Environmental Working Group says its new safety standard and product seal will help consumers steer clear of personal-care products with potentially hazardous ingredients and push industry to develop products that meet its precautionary safety criteria.

The NGO launched the EWG Verified program Oct. 27 following two years of development

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