Revlon Jumps on the Clean Beauty Bandwagon, Releases EWG-Verified Primer

A new product from Revlon is rolling out to mass retailers this month, adorned with an EWG-verified seal. The brand’s PhotoReady Prime Plus Perfecting Smoothing Primer, $13.99, is the first product by Revlon and by a legacy cosmetics brand in the mass market to receive the marker, which indicates the product is compliant with the standards of the Environmental Working Group, the lobbying organization focused on ingredient safety for consumer products. Revlon and EWG co-developed the primer, according to Revlon’s chief scientific officer Keyla Lazardi. “Their scientists came to our labs for brainstorming sessions, we looked at the performance levels we needed to deliver and the best way to deliver that performance while being compliant with their standards,” said Lazardi. “We created different prototypes [of different products] and picked the best one.” The partnership comes at a time when consumers are increasingly interested in clean beauty. The clean makeup category specifically is attracting attention from the finance community. Earlier this year, WWD reported that clean makeup brands Kosas and Ilia have both closed on new rounds of funding. Brands such as RMS Beauty and Westman Atelier, backed by celebrity makeup artist Gucci Westman, have reported strong growth. Newcomer Saie Beauty, which offers an eyelash

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