Procter & Gamble’s (P&G) Herbal Essences has unveiled its new sulfate-free botanical shampoos that meets the strict criteria of the Environmental Working Group (EWG).
The new shampoos earned the EWG VERIFIED stamp of approval , helped by providing additional information not usually found on the product label – an effort by the company to drive greater ingredient transparency and make more informed choices.
“For almost 50 years, Herbal Essences has been committed to the safety of the people that use our products. 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,” said Lynn Hicks, Herbal Essences brand manager.
EWG VERIFIED process required the shampoo brand to include product composition, safety testing and quality control steps. The EWG VERIFIED credential is a simple way for consumers to make an informed, vetted choice about their shampoo products.
“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,” said Jocelyn Lyle, EWG vice president of Development.
“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,” said Nneka Leiba, director of EWG’s healthy living science program.
Herbal Essences began working with EWG in 2016 with the launch of its bio:renew products. P&G and its shampoo brand both support the Personal Care Product Safety Act along with the EWG and other NGOs and industry leaders.