EWG is a trusted national nonprofit organization and rigorous evaluator of personal care products, and only awards this certification to products that meet robust ingredient and transparency requirements. With the introduction of PhotoReady Prime Plus Perfecting + Smoothing Primer, Revlon becomes the first global brand to bring an EWG Verified cosmetic product to mass retailers, making affordable clean beauty a reality for millions of discerning consumers.
The PhotoReady Prime Plus Perfecting + Smoothing Primer was specifically formulated to improve makeup wear and appearance of skin instantly and over time. In addition, this formula was custom tailored to meet the EWG Verified mark requirements. Obtaining a “green” Skin Deep score indicating that the ingredients are lowest hazard and supported by robust scientific data, adherence to ingredient restrictions set by U.S. and global regulatory bodies, and full transparency of ingredients are among the robust criteria for the mark.
Another First for Revlon
“Revlon is proud to launch the first EWG Verified cosmetic available globally to consumers in mass retail stores,” said Revlon president and CEO Debra G. Perelman. “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.”
“This is an important milestone for EWG, Revlon and the beauty industry as a whole,” said Ken Cook, EWG president and co-founder. “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.”
Featuring a complex infused with a Vitamin B5 and Hyaluronic Acid complex, Revlon PhotoReady Prime Plus Perfecting + Smoothing Primer is ideal for skin with uneven texture, discoloration and fine lines. Upon application, the hydrating primer improves the look of a dull complexion and leaves skin feeling soft, smooth and firmer.
Revlon EWG Verified PhotoReady Prime Plus Perfecting + Smoothing Primer will be sold at drug/mass retailers nationwide and Revlon.com in January 2020.