The non-profit operates to address public health and environmental issues that it believes are not being adequately managed by government or businesses. The group launched its ‘verified’ program and logo in 2015 “to help consumers identify healthier products, right at the point of purchase,” as the EWG explains in a news item published on the group’s site this week.
The number of products to receive the verification so far is approaching 1,000, and over 10% are Mineral Fusion makeup SKUs.
A bit of background
Mineral Fusion began in 2006 with a focus on color cosmetics and has since grown into a fairly well-known natural personal care and cosmetics company. Headquartered in Denver, Colorado, Mineral Fusion has since 2010 benefited from a relationship with private equity firm North Castle Partners.
At the time of their initial investment, North Castle brought Mineral Fusion together with Depth Bath & Body Care and hand selected a team of experienced natural personal care and beauty leaders to manage the new company, dubbed Mineral Fusion Natural Brands LLC.
In its current iteration Mineral Fusion makes natural products in categories ranging from color cosmetics to skin care, body care, hair care, and nail care. The company operates an ecommerce site and is distributed at health food stores and at Whole Foods Market across the country.
This week Mineral Fusion announced that 110 of its beauty products have received EWG verification. “Mineral Fusion has the most EWG VERIFIED products, with 110 licensed items,” trumpets the company in a media release. (‘Licensed’ refers to the fact that the non-profit does receive licensing fees from each company certified to use the logo on their products. That money helps pay for the organization’s expenses.)
“We are completely committed to creating safe and effective products for all, so partnering with the Environmental Working Group was an obvious choice for us,” Tim Schaeffer, senior vice president of marketing at Mineral Fusion, tells the press.
He goes on to further explain the company’s decision to participate in the EWG’s program: “with new personal care brands popping up every day, we want to assure our customers that they can trust us as a source for innovative beauty solutions without sacrificing formula integrity.”
The non-profit is, of course, pleased to have this company participating at such a large scale. Ken Cook, EWG president and cofounder, remarks, “Mineral Fusion has complied with our strictest requirements and policies. I'm encouraged that our mark will appear on more than 100 Mineral Fusion products to make shopping easier for overwhelmed consumers who want to quickly find color cosmetics that are better for their health.”