The Detox Market, a leader in green beauty, has partnered with Good Face Project for increased search engine support and cosmetic ingredient transparency for consumer shopability.
 
Good Face Project and The Detox Market have researched the brands, products, and ingredients for the consumer - for instance over 1,500+ toxic chemicals are banned from cosmetics in the European Union and Canada, but still present in the majority of personal care products Americans use today. The Detox Market’s banned ingredients list safeguards its customers from these and other harmful ingredients, and Good Face Project has developed an AI-powered product and curation system to enable product screening at scale.
 
The partnership will enable The Detox Market to source and share data that goes a step further when it comes to ingredient transparency, as well as to work on a recommendation engine correlating consumer feedback, sales, product trends and ingredients. Part of the relationship includes Good Face Project Approved certification review for ALL current and future brands carried at The Detox Market.
 
“From day one, The Detox Market has advocated and worked towards ingredient transparency in the beauty industry. With its vast ingredient ontology, Good Face Project has enabled us to make a significant step forward by providing ingredient definitions for every product formula,” said The Detox Market founder & CEO Romain Gaillard.
 
“As the innovation platform for the next generation of  Beauty, we are thrilled to partner with The Detox Market which is the gold standard for clean beauty retail. For over 10 years, it has been discovering brands that deliver not just safety, but also quality. We are also happy to embed our powerful platform in the processes of a retailer who seeks to support its partner brands with both its creative approach to market making (merchandising), and a science-backed safe ingredient policy,” commented Good Face Project founder & CEO Iva Teixeira.
 
Utilizing The Good Face Index (which tracks Allergens, Irritants, Hormone Disruptors, and Carcinogens) and its comprehensive ingredient ontology will allow The Detox Market to analyze all product labels and screen every ingredient for toxicity. Good Face Project is then able to present a Safety Grade of each product along with stats on the actives in the formula.
 
Helping the Consumer
 
The Detox Market and Good Face Project partnership supports the beauty and personal care consumer who is becoming increasingly knowledgeable about ingredients and expects to be in full control of her shopping experience. For example, 63% of the platform’s users are avoiding at least one cosmetic ingredient when shopping the category. This number is almost 10 percentage points higher this quarter vs. the previous six months. In addition, consumers have a heightened awareness of active ingredients, and the number of searches for actives has more than doubled in the last six months.
 
What is more, in an industry where retailers, regulators, and consumer certification standards mandate ever-escalating ingredient restrictions, The Detox Market and the Good Face Project are focused on helping brands meet the consumer demand for ingredient transparency.
 
The two partners have joined forces to provide detailed and thoughtful analysis of product formulations to over 150 brands currently carried by The Detox Market, and to offer the same level of guidance to all other brands whose products are being evaluated for distribution by the retailer.