EWG Verified® is a licensed product mark from the Environmental Working Group. It is not the same as a favorable Skin Deep® score alone.

What it means

EWG Verified is a licensing program for eligible personal care (and other EWG Verified program categories) products that meet EWG’s published Verified criteria. Per EWG, the mark indicates the product avoids EWG’s ingredients of concern, is fully transparent about ingredients, and meets EWG’s rigorous safety standards for the program.

Skin Deep is EWG’s public cosmetics database and rating tool. EWG Verified is a separate licensing program with additional requirements: unacceptable and restricted ingredient lists, full disclosure (including fragrance), GMP and labeling expectations, and a signed licensing agreement.

Who backs it

Environmental Working Group (EWG) is a nonprofit that runs the EWG Verified® licensing program. EWG states that its science team updates Verified criteria periodically (annual updates for personal care criteria).

How it’s tested / verified

Typical personal-care path described by EWG:

1. Screen the formula against the Eligible Products list, Unacceptable Ingredients, Restricted Ingredients, and Verified Criteria.
2. Submit via the EWG Verified Personal Care Portal with an evaluation fee (Initial Review about 4–6 weeks; longer if a new ingredient needs assessment).
3. Substantiation phase (for example, certificates of analysis for restricted ingredients), about 4–6 weeks.
4. Licensing agreement about 1–2 weeks. The mark may be used only after approval and a signed written license.
5. Formulation-specific: formula changes require resubmission.

Key published expectations include: product in an eligible category; meeting Skin Deep Green (score 1–2) among other gates; avoiding unacceptable ingredients; meeting restricted-ingredient conditions; full ingredient disclosure including fragrance components.

What it doesn’t mean

• Not Skin Deep alone. A low hazard score does not automatically grant Verified.
• Not a government certification (not EPA, FDA, or USDA).
• Not a guarantee of zero allergy risk for every individual.
• Not the same as MADE SAFE, COSMOS, or USDA Organic.
• Does not mean fragrance-free unless the formula also meets fragrance-free criteria. Verified products may include allowed fragrance materials if criteria permit. Check the product.

Pros

• Transparent unacceptable and restricted lists published for applicants.
• Full fragrance disclosure requirement is stricter than typical U.S. “fragrance” umbrella labeling.
• Consumer-recognizable mark with a public product directory.

Cons / limitations

• NGO criteria. Methods and lists can be debated by industry; not a regulatory standard.
• Licensing fees and timelines; category eligibility limits.
• Criteria versions change. Cite the year or version when making specific ingredient claims.
• Verified is product-specific, not brand-wide automatically.

How to shop for it

Look for the EWG Verified mark on packaging and confirm the product in EWG’s public directory. Do not treat a Skin Deep score by itself as Verified.

Bottom line

EWG Verified is a licensed NGO mark with formula screening, disclosure rules, and a signed license. Use it as one signal among others, and never confuse it with Skin Deep ratings alone.

Sources

• https://www.ewg.org/ewgverified/standards.php
• https://www.ewg.org/ewgverified/faq.php
• https://static.ewg.org/upload/pdf/EWGV_LicensingCriteria_PCP.pdf
• https://www.ewg.org/skindeep/understanding_skin_deep_ratings/

Writing notes

• CMS chip: “EWG Verified” only. Do not map Skin Deep scores to this chip.
• Always contrast EWG Verified vs Skin Deep.
• Do not invent “EWG approved”; use Verified®.
• CleenBeez does not stock or sell products; editorial explanation only.