This could dramatically change as industry giant Unilever announced a bold new initiative to provide detailed information on fragrance ingredients for all products in its multibillion-dollar portfolio of personal care brands, including Dove, Noxzema, Lever 2000 and NEXXUS.
It is an unprecedented leap toward transparency for a major company and a landmark win for consumers’ right to know, said EWG President and Co-Founder Ken Cook. EWG is the leading independent source of information on the health and safety of personal care products through its Skin Deep® cosmetics database.
“Unilever’s action is a game-changer for transparency in the personal care product market, and we expect other major companies to follow suit,” said Cook.
Unilever shared details of its market-changing new policy with EWG experts prior to its announcement. The transparency initiative will provide to customers:
This year, Unilever will start to voluntarily expand its product ingredient lists available through SmartLabel™ to include the fragrance ingredients in a product’s formulation above 0.01 percent (100 parts per million). Unilever aims to complete the SmartLabel™ updates by the end of 2018.
