The Good Face Project says it has analyzed more than 45,000 products, and “graded” more than 80,000 individual ingredients across 15 dimensions of safety, effectiveness, and cosmetic benefits. The San Diego-based compmany says its system analyzes scientific data to “weed out harmful ingredients” in brands.
"Each year, nearly 3,000 new beauty brands are launched in the U.S., and while there never seems to be a lack of options when it comes to makeup and skincare, there is still a major lack in regulation," said Iva Teixeira, co-founder and CEO of The Good Face Project.
According to Teixeira “some of the industry's top brands are still including ingredients like formaldehyde and carcinogens in their products, making them entirely unsafe to use, but not regulated enough to be pulled from shelves. This was the impetus for founding The Good Face Project.”
To rate each ingredient, The Good Face Project provided the following response in a FAQ section of its website: “We scour and aggregate existing research that is available on PubMed, PubChem, published by the FDA or by a handful of international consumer end environmental protection agencies. We do not impart our own judgment. If we cannot find safety research on an ingredient, we do not recommend for or against it.”
It also states: “Our algorithm creates an exhaustive and up-to-date aggregation of scientific reports from the fields of toxicology, botany, chemistry, and dermatology, about the ingredients of every product. Then it scans these papers for finding that indicate ingredient toxicity. Therefore, the GFP safety grade is not our opinion, just an aggregate of the available scientific facts.”
In addition The Good Face app provides brands with a new outlet for sales.
The company's emphasis will be on clean beauty.
The Good Face Projects has highedlted several brands on its website including Suntegrity, 100% Pure, Doctor Rogers Restore, Akasha Be Well, UnSun, Kelsen, and Scotch Porter.