Counter Brands LLC., parent company of Beautycounter, has revealed 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" - read more about it here in News: The Natural Cosmetics Act Aims to Define 'Natural'.

The bill sets a standard to protect consumers while holding companies and suppliers accountable for the information displayed on labels.
 
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 beauty brands dedicated to advancing a safer cosmetics industry.
 
"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."

In Need of Regulation
 
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.