WASHINGTON, Nov. 5, 2019 /PRNewswire/ -- Counter Brands, LLC. – parent company of Beautycounter, the leader in safer skin care and cleaner cosmetics, today announced it will endorse the Natural Cosmetics Act.

The bill, introduced by Congressman Sean Patrick Maloney (D-New York.), is the first legislation introduced in the U.S. that sets clear guidelines for the use of the word "natural" and "naturally derived" on personal care products. The bill sets a strong standard to protect consumers while holding companies and suppliers accountable for the information displayed on labels.

"Shopping for personal care products should be easy," said Gregg Renfrew, Beautycounter Founder and CEO. "While words like 'natural' can signal a safer product, there are currently no industry standards. For years, Beautycounter has been asking Congress to create clear standards for marketing terms and so we are thrilled to support the Natural Cosmetics Act. This landmark bill sets clear and reasonable standards for companies who want to claim an ingredient or product is natural, while instilling confidence for today's savvy consumer. We applaud Congressman Maloney for his leadership and urge Chairman Pallone to bring this bill before the Energy and Commerce Committee as quickly as possible."

Despite rapid growth, the $70 billion beauty industry in the United States is largely unregulated with the Federal Food, Drug and Cosmetics Act of 1938 being the most recent major legislation governing the industry. At the same time, the cleaner, safer segment of the beauty marketplace is the fastest growing category, propelled by consumer demand. Public health depends on accurate information and legislation that combats greenwashing is essential for empowering consumers to make safer choices.

"Right now, the FDA doesn't consider it misbranding for companies to label products as 'natural,' even if they contain harmful chemicals like coal tar dyes, formaldehyde, asbestos, and parabens. That's just not right," said Rep. Sean Patrick Maloney. "We're talking about consumer protection and company accountability here. It's time Congress started paying attention, my bill will set the standard for 'natural' products and do right by American consumers."

Beautycounter is mobilizing its base in support of the bill, including its clients and network of more than 45,000 Independent Consultants across all 50 states. A certified B Corporation, Beautycounter has been active on Capitol Hill since its founding in 2013, and launched the Counteract Coalition in 2017, a group of more than 20 clean, high-performance beauty brands dedicated to advancing a safer cosmetics industry.

About Beautycounter: Beautycounter is the leader in the safer skin care and cleaner cosmetics category. The Santa Monica, CA-based brand drives a national movement for improved transparency and accountability in the beauty industry, including advocacy to update federal regulations that have stood largely unchanged since 1938. The company's mission is "to get safer products into the hands of everyone." Beautycounter develops and distributes approximately 150 products across skin-care, color cosmetics, advanced anti-aging, kids, baby, and personal-care collections. Beautycounter is a Certified B Corporation. Founded by Gregg Renfrew in 2011, Beautycounter launched in 2013 as a direct-retail brand (direct to consumer through multiple channels) that is now available online at beautycounter.com, in the New York City and Denver boutiques, and a seasonal Nantucket pop-up, through strategic partnerships, and approximately 45,000+ Consultants across North America. Beautycounter has received numerous awards for both product and brand including: Fast Company's Most Innovative Companies list, Fast Company's Most Creative People in Business list, Allure Best of Beauty, Glamour Beauty Awards, Refinery29 Innovators list, and New Beauty Beauty Awards, to name a few. The 2019 recipient of WWD's Best-Performing Beauty Company (small cap), and the CEW's 2019 recipient for Indie Brand of the Year. For more information, please visit www.beautycounter.com. Visit us on our social channels: Instagram: @beautycounter, Twitter: @beautycounterhq, Facebook: @beautycounterhq, YouTube: @beautycounter.

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SOURCE Beautycounter

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