Bottega Verde plays on 'safer' European regulation to target US consumers

By Andrew McDougall

- Last updated on GMT

Related tags United states European union

Italy-based cosmetics company Bottega Verde has launched a US website for its line of cosmetics, claiming the decision is in response to America calling out for safer cosmetics.

Bottega Verde, who produces face and body treatments, cleansers, and hair and sun care products, claims that due to stricter regulations in Europe, its products are a safe natural option for the American market.

"Harmony and balance with nature are the starting point of every Bottega Verde product; that's why you'll find more than 300 active-plant ingredients in our formulations,”​ said Bottega Verde president, Benedetto Lavino.

“We're proud to make safe, authentically natural products affordable and accessible to Americans."

Bottega Verde claims that the differences between the safety standards in the United States and in Italy illustrate that its products are safer.

It says that The Food and Drug Administration, in the US, restricts 11 chemicals from cosmetic products, whereas the European Union 1,100 are restricted.

Safe Cosmetics Act

The company has also referenced the Safe Cosmetics Act of 2010, saying that as the bill awaits passage, consumers will have to look elsewhere for the safest options, which Bottega Verde says is the catalyst for the website launch.

The company states that the US website will feature a selection of handpicked products for the American marketplace.

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