Revlon’s latest primer receives EWG verification
Revlon is taking a major step in in the clean cosmetics game.
The beauty brand is launching PhotoReady Prime Plus Perfecting + Smoothing Primer — its first mass-market cosmetic product — that meets the Environmental Working Group, or EWG, clean beauty standards.
EWG awards its verification to products that meet its robust ingredient and transparency requirements, the company said.
“Revlon is proud to launch the first EWG-verified cosmetic available globally to consumers in mass retail stores,” Revlon president and CEO, Debra Perelman said. “More than just buying differently, consumers want added assurances about the products they buy and their ingredients. Building on our longstanding partnership with EWG and commitment to health, Revlon understands the changing needs of consumers and is leading the way in bringing clean and transparent beauty to consumers at an accessible price point.”
The PhotoReady Prime Plus Perfecting + Smoothing Primer features a formula that was tailored to meet EWG Verified mark requirements, contains low-hazard ingredients that are supported by scientific data, and aims to help improve makeup wear and the appearance of skin over time, the company said.
“This is an important milestone for EWG, Revlon and the beauty industry as a whole,” Ken Cook, EWG president and co-founder said. “EWG and Revlon have a long history working together to advance responsible cosmetics reform in Congress. This partnership was enhanced over one year ago when we started this conversation about making clean beauty products widely available. We are grateful for Revlon's commitment to consumer health and transparency.”
In addition, the primer contains an infusion of vitamin B5 and hyaluronic acid, can be used by those with uneven skin texture, discoloration and fine lines, as it aims to help improve the look of dull complexions, the company said.
Revlon’s EWG Verified PhotoReady Prime Plus Perfecting + Smoothing Primer can be found at drug and mass retailers nationwide for $13.99.