THE WHAT? Revlon has announced the launch of what it is claiming to be the first mass cosmetic product that meets the Environmental Working Group’s clean beauty standards.

THE DETAILS PhotoReady Prime Plus Perfecting + Smoothing Primer is said to make affordable clean beauty a reality for millions of discerning consumers.

“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.”

THE WHY? EWG and Revlon have long worked together to advance responsible cosmetics reform in Congress, the launch of a certified clean mass cosmetics product is the natural next step, allowing Revlon to ride the clean beauty wave.