Follain has launched seven new EWG Verified products at Ulta Beauty, the largest beauty retailer in the U.S.
 
In addition to its house brand, Follain curates and sells in its own stores clean products from a range of brands to meet consumer demand for healthier skincare, body care and cosmetics. Now its new EWG Verified skincare line will be sold at almost 400 Ulta Beauty stores and online.
 
“Because of Ulta’s sheer size, Follain’s EWG Verified products may push other companies to embrace healthier ingredients and this increased level of transparency,” said EWG President Ken Cook. “New studies are published every week that show the harmful impact of exposure to chemical ingredients and mixtures.”
  
Supporting Black-Owned Beauty Brands
 
In support of Black-owned beauty businesses, now that Follain has been through the rigorous EWG Verified process, the company announced that it will mentor and sponsor Black-owned partner brands that want to earn the mark for their own products.
  
“While researching new Black-owned brands to add to our assortment, we realized that the EWG Verified mark would offer other brands the same level of credibility we were seeking for our own line,” said Tara Foley, founder and CEO of Follain. “We’ll be working alongside our Black-owned partners to sponsor them – to help them meet the rigorous EWG Verified criteria and earn the mark.”
 
Follain has also become the first EWG Verified partner to pledge to devote 15 percent of the shelf space in its own stores to displaying products made by Black-owned companies.
 
“We decided to commit 15 percent of our shelf space to Black-owned and Black-founded brands,” Foley explained. “It is up to us to work aggressively to even the playing field, and this is one way we will do it.”
 
The beauty industry does not yet offer a diversity of personal care products on store shelves. Barriers to access to this marketplace include cost, resources and mentorship.
 
“Follain’s pledge to support Black-owned beauty businesses will help to create an equitable space in clean beauty, addressing some of these barriers,” commented Nneka Leiba, vice president for healthy living science at EWG. “Some of the Black-owned brands may offer safer products marketed specifically to Black women, which will also be a big win.”
 
Fewer Products Marketed to Black Women Made with Healthier Ingredients
 
A 2017 study found that Black women and women of color used more beauty products and were disproportionately exposed to worrisome chemicals, compared to white women. Because Black women appear to buy and use more personal care products, the limited options could mean they are exposed to more potentially hazardous chemicals.
  
“It was disheartening, but not surprising, to learn from our own research that there are fewer options for healthier, less hazardous products marketed specifically to women like me,” Leiba said. “We’re striving to bring affordable, healthy products to all consumers – but especially to underserved communities, like Black women. And it is vital that these products be affordable and available nationwide.”
   
Outdated Cosmetics Regulation
 
Cosmetics are woefully underregulated, according to Follain, and companies are not required to test their products for safety before they hit store shelves. In the absence of cosmetics reform, EWG is leading the charge to reshape the marketplace with the EWG Verified mark.
  
“The future of ‘clean beauty’ is just beauty – all products should be clean,” concluded Leiba. “Everyone should have access to healthier, less hazardous products. We’re excited to add more Black-owned brands to our EWG Verified list of products.”