MyChelle Champions Total Transparency in Skin, Sun Care Ingredients

BOULDER, Colo., Feb. 4, 2016 /PRNewswire/ -- The transparency movement in personal care product labeling is gaining momentum due to increasing consumer awareness and demand. A recent global study conducted by BBMG, GlobeScan, and SustainAbility reveals 8 in 10 consumers (82%) say ingredient transparency is a "very important or important" factor when shopping for products including skin care. Unlike food or drugs, the FDA neither tests nor requires skin care manufacturers to accurately list ingredients used in formulation, challenging safety-conscious shoppers to independently decide which are best for their households and the environment.

MyChelle Dermaceuticals, a leader in the growing natural skin care industry, believes it is the responsibility of the companies creating and distributing skin care, cosmetics, and sunscreens to fully disclose their products' ingredients. MyChelle is committed to full transparency when it comes to the botanicals and high-performance ingredients they put in their formulas.

MyChelle + EWG VERIFIED: For Your Health™ Program
Building on its 15-year commitment to developing naturally effective products, MyChelle was recently named a Founding Member of EWG VERIFIED™, the EWG's (Environmental Working Group) new verification program to help consumers quickly and easily identify personal care products, including cosmetics, that meet the organization's strictest standards. The EWG VERIFIED™ mark elevates the EWG's Skin Deep® rating system by requiring products to meet additional rigorous criteria, including avoiding EWG's "unacceptable" ingredients, labeling that fully discloses its ingredients, and following good manufacturing practices.

"EWG is very proud to have MyChelle Dermaceuticals as a founding member of EWG VERIFIED™," said EWG President Ken Cook. "MyChelle is in the vanguard of the personal care product marketplace, offering a new generation of health-conscious consumers full disclosure of ingredients that have been scrupulously chosen to meet EWG's strict standards. We commend MyChelle for its leadership in helping to transform the marketplace."

Currently, 15 MyChelle products are EWG VERIFIED™:

• Clear Skin Cranberry Cleanser
• Fruit Enzyme Cleanser
• Fruit Enzyme Scrub
• Fruit Fiesta Peel
• G2 Instant Firming Serum
• Gentle Day Cream
• Incredible Pumpkin Peel
• Magnolia Fresh Eyes
• Oil Free Grapefruit Lotion
• Perfect C Serum
• Refining Sugar Cleanser
• Remarkable Retinal Eye Cream
• Remarkable Retinal Serum
• Ultra Hyaluronic Hydrating Serum
• Wrinkle Spot Treatment

The official EWG VERIFIED: For Your Health™ mark will appear on MyChelle packaging, its website, and marketing materials beginning this month.

Clean Sun Protection + Commitment to Sunscreen Ingredient Safety
Separate from EWG VERIFIED™, the EWG will continue to rate the safety and efficacy of sunscreens as a part of their Sun Safety Campaign. A sponsor since 2014, MyChelle supports this national promotion to raise public awareness of the health risks associated with excessive sun exposure, provide compelling strategies to reduce the risks of skin damage, and highlight the reality that many sunscreens on the market are ineffective and/or may contain potentially toxic chemicals. In 2015, over 80% of all sunscreens analyzed by the EWG contained harmful ingredients.

Substantiating the company's efforts to raise ingredient standards in this category, the expanding MyChelle sun protection line-up is independently certified non-nano, offers broad-spectrum UVA and UVB protection, and uses 100% mineral-based formulations that are biodegradable, reef safe, and packaged in recyclable containers. In support of its environmentally safe formulas, MyChelle is donating 1% of all sun protection proceeds in 2016 to the Surfrider Foundation, a non-profit organization dedicated to protecting the world's oceans, waves, and beaches.

Ingredients for Success + The Power of 3
Since 2000, MyChelle has pioneered the development of skin care products that are bioactive, ethically sourced, and formulated with active, plant-based ingredients. The company has never formulated with any potentially toxic, artificial, or unnatural by-products and is steadfast about creating clean and safe products that are just as effective as they are natural.

MyChelle, in accordance with most board-certified dermatologists, recommends an anti-aging regimen that includes topical antioxidant Vitamin C, followed by a broad-spectrum SPF in the morning, and a topical Retinal at night. Incorporating these proven and powerful ingredients, the company's Beauty Key 3 is a dynamic daily trio offering professional results with formulas shown not to compromise personal health and safety. 

Step 1: EWG VERIFIED™ Perfect C Serum, formulated with the only active form of Vitamin C (L-Ascorbic Acid)
Step 2: Sun Shield SPF 28 Unscented, an EWG Best Beauty & Sport Sunscreen
Step 3: EWG VERIFIED™ Remarkable Retinal Serum

Today, MyChelle continues its practice of using breakthrough research and technology to develop formulations that are all vegan or vegetarian, certified cruelty-free, and made without parabens, sulfates, artificial fragrances or color, petroleum, GMOs, and gluten. The company's sustainable and eco-friendly manufacturing practices include biodegradable ingredients and formulas, wind powered energy, and recyclable paper cartons, plastic tubes, and glass bottles and jars.

For the latest MyChelle updates, events, and promotions follow the brand on Facebook, Twitter, and Instagram. Visit the MyChelle blog for weekly stories and expert skin care advice. #mychellebeauty #cleanisbeautiful

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SOURCE MyChelle Dermaceuticals

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