BEAUTY CARE

Herbal Essences unveils new EWG Verified products

BY DSN STAFF

Procter & Gamble’s beauty brand, Herbal Essences announced that it has formulated two new sulfate-free botanical shampoos. These two new formulations meet the Environmental Working Group’s stamp of approval for verification.

The Environmental Working Group, or EWG’s, Verification takes awareness about chemicals in products one step further by giving shoppers information on their products from a team of scientists, the company said. This news comes on the heels of Herbal Essences unveiling shampoo and conditioner bottles designed specifically for the visually impaired.

“The mark will make shopping even easier for overwhelmed consumers who want to quickly find a bottle of shampoo and other personal care products that meet our rigorous standards,” Jocelyn Lyle, Environmental Working Group’s vice president of development, said.

Even though Herbal Essences has been sharing information about the ingredients used and not included as part of the bio:renew lineup — as consumer demand for further transparency grew — the EWG Verified process was the first time the brand was required to share detailed information about product composition, safety testing and quality control steps, the company said.

“For almost 50 years, Herbal Essences has been committed to the safety of the people that use our products,” Lynn Hicks, Herbal Essences brand manager, said. “Now more than ever, consumers are demanding transparency with their beauty products and with this partnership, we can provide consumers with the reassurance that our products are clean, safe and verified by a trusted group like EWG.”

Herbal Essences began working with EWG in 2016 with the launch of the Bio: renew collection. The Cincinnati-based brand’s new bio:renew sulfate-free shampoos will be the first to carry the EWG Verified credential, the company said.

“EWG Verified will take awareness about chemicals in products to the next level by giving shoppers useful information from a team of scientists they have come to trust. Only products that include robust ingredient labels and meet our stringent criteria, will be awarded our mark,” Nneka Leiba, director of EWG’s healthy living science program, said.

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