EWG Verification Process | Natural Personal Care Products


 July 1, 2019

The Value of EWG Verification

Consumers are looking for reassurance directly on the product label about the safety of the ingredients. Including the EWG Verified mark on your clean beauty products provides shoppers with a shortcut to researching your formulation. Obtaining EWG verification is a meticulous process, with strict standards. Yet, the rewards of becoming an EWG Verified brand outweigh the difficulty. On-label EWG verification provides environmentally conscious beauty brands —  both big and small — with a unique opportunity to communicate brand objectives to consumers.

Let’s take a look at the EWG Skin Deep database and dive into what it takes to go through their verification process.

What is the EWG Skin Deep Database?

The EWG, or Environmental Working Group, has operated the Skin Deep database since 2004. The objective of the Skin Deep program is to help consumers find safer personal care products with fewer harmful ingredients. Based on EWG research, Skin Deep evaluates products based on publicly available product information and provides a red, yellow or green score. As of the writing of this article, the Skin Deep database now contains more than 70,000 products. According to their website, “For more than 12 years, EWG’s Skin Deep® has provided practical solutions to protect consumers from everyday exposures to chemicals in personal care products.”

Based on the Skin Deep database, the EWG Verification process takes product transparency a step further.

What Does EWG Verification Mean?

According to EWG.org, EWG VERIFIED™ aims to be the gold standard in the health and wellness space. By bearing the mark, personal care brands are demonstrating to consumers that their product has met the strictest of criteria. This includes baby products, hair products, makeup, nail products, skin products, and oral care products. It does not include sunscreens or products making claims of a medical nature, etc. 

To earn EWG verification, a personal care product must meet the following criteria:  

  • Products must score a “green” in EWG’s Skin Deep® database.
  • Products cannot contain any ingredients on EWG’s “Unacceptable” list, meaning ingredients with health, ecotoxicity and/or contamination concerns.
  • Products must fully disclose all ingredients on the label, including ingredients used in fragrance.
  • Product manufacturers must develop and follow current good manufacturing practices.
  • And more. For the full list, please visit www.ewg.org/ewgverified/standards.php.


How Can a Brand Obtain the EWG Verified Mark?

To be achieve EWG Verification, companies pay a nominal initial application fee. Revenue from these fees go toward research and education efforts. The process is expected to take approximately two months. Once verification has been achieved, personal care brands will receive their licensing contract. 

When the contract is finalized, brands will receive access to add the certification symbol to use on their packaging, marketing materials and shelf displays. 

Formulation Considerations for EWG Verification

If you are interested in having your products go through the EWG verification process, connect with our industry experts. We do more than provide the innovative raw materials you need to create quality natural products, we are committed to providing innovative solutions.

With over 16 years of professional skincare formulation expertise, we take the time to truly understand our customer’s goals and provide consultative support to brands looking to stay on top of trends and excel in today’s competitive market.

Discover EWG verified ingredients with Kinetik: 

  • Abysoft – Original skin feel active oil, cushion effect, soothing, moisturizing, regenerating. Pigment wetting properties. Long lasting effect. Can be used in multiple platforms like Skin Care, Make-Up, Hair Care, and Cleansers.
  • Berry Wax – Low-melting soft wax with velvet, powdery skin feel. Outstanding payoff enhancer for stick and pencilpreparations. Gives O/W emulsions a whipped, mousse-like texture. MP: 48 – 54 °C
  • Dermofeel PA-12 – Natural chelating agent/EDTA replacement in powder form
  • Dermosoft 1388 Eco – Natural blend of organic acids with broad antimicrobial activity. Optimal pH < 5.5
  • RESASSOL® VPF – PEG-free solubilizer for fragrances and essential oils.
  • Pencare DP 1015 – 90% active, naturally-derived cationic polymer that offers excellent clarity, along with improvements in performance for both hair and skin care.
  • Green Line AMY AQ – Botanical blend providing retinol-like activity. Apricot, wild cherry, and blackthorn extracts are rich in Mandelic Acid, considered a less irritating but highly effective AHA for anti-aging formulations.
  • HIPEgel Aqua – Natural, cold-process W/O emulsifying system. Easily creates stable, high internal water phase emulsions (>90%). Provides a rich initial skin feel, with a very light afterfeel.
  • Marine Cell Shield AP – Shields against environmental pollutants. Proven to support skin against the detrimental effects of both urban and indoor pollution.
  • Turmeric Oil Oily active derived from organically harvested turmeric root, known for its soothing and balancing properties.


Let our experts guide you through the EWG verification process. Contact us at (732) 335-5775 for more information. Kinetik is headquartered in the USA, but we work with clients and represent suppliers worldwide.