CINCINNATI — As more and more consumers ask for transparency about ingredients used in beauty products, they are also asking for their products to use ingredients they trust. Herbal Essences heard this call and is bringing two new sulfate-free botanical shampoos to the market, formulated to meet the Environmental Working Group’s (EWG) EWG Verified stamp of approval. To be authorized to use the EWG Verified mark, Herbal Essences meets the rigorous criterion, and provides additional information not typically found on the product label – an effort to drive greater ingredient transparency and informed choices. With this credential, Herbal Essences is the first mass hair care brand in mass retailers to meet the strict clean beauty standards set by EWG – creators of the Skin Deep the Healthy Living app.

EWG Verified goes beyond basic ingredient labels to hold companies on the cutting edge of making products to an even higher standard. “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.

Over the past few years, Herbal Essences has shared more information about ingredients used and ingredients not used in the bio:renew line-upto meet the consumer demand for more transparency. However, the EWG Verified process was the first time Herbal Essences was ever required to disclose this amount of detail about product composition, safety testing and quality control steps.

“For almost 50 years, Herbal Essences has been committed to the safety of the people that use our products,” stated Lynn Hicks, Herbal Essences brand manager. “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.”

Safety and quality have always been a top priority at Herbal Essences and the brand’s new bio:renew sulfate-free shampoos are meeting the high standards of very tough critics. The EWG Verified credential is a simple way for consumers to make an informed, vetted choice about their shampoo products.

“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,” added Nneka Leiba, director of EWG’s healthy living science program.