The EWG VERIFIED program is launching nationwide in stores with Procter & Gamble’s two new Herbal Essences shampoos.
The two Herbal Essences shampoos were reformulated to meet the Environmental Working Group's (EWG) rigorous criteria for transparency and health and now have the EWG VERIFIED mark.
The Herbal Essences shampoos will hit store shelves in January 2019 and be available for sale at Walmart, Target, CVS, Kroger, Dollar General, Meijer, Publix, Walgreens and Amazon.
To date, more than 1,350 products carry the EWG VERIFIED mark.
“Because of Procter & Gamble’s sheer size and market share, these new EWG VERIFIED shampoos could be the domino that triggers similar actions from other companies that have not yet embraced this level of transparency,” says EWG President Ken Cook in a news release. “As more information comes out about the harmful impact of some of these chemical ingredients, companies are starting to really listen to consumers who are asking for products made with healthier ingredients. P&G is clearly listening to its customers and working to move the market in the right direction.”
Great Strides in Transparency
“EWG VERIFIED goes beyond basic ingredient labels to hold companies on the cutting edge of making the healthiest products to an even higher standard,” says Jocelyn Lyle, EWG’s vice president of development. “Our 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 and that are better for their health.”