Nearly 600 beauty products on CVS’ store brand lines (including the CVS Health, Beauty 360, Essence of Beauty, and Blade lines) will be free of "chemicals of consumer concern" by the end of 2019, the company said, noting that the Promise Organic line is already free of harmful known toxins.
The retail chain says its decision to remove harmful chemicals from all store-brand personal care products was primarily motivated by customers who are increasingly focused on their health.
Focus on health
"We are committed to providing our customers with the safe, efficacious products that they are looking for," Cia Tucci, vice president of store brands and Quality Assurance at CVS Health, said in a statement.
"We listened when customers voiced their desire for products that still provide the benefits they need with fewer ingredients of concern. Today’s announcement is a natural step in the evolution of our comprehensive approach to chemical safety," she added.
Beyond giving harmful chemicals the boot, CVS has taken other efforts to appease health-conscious consumers.
Earlier this year, the company announced that it would remove artificial trans fats from its store brand food products. Additionally, CVS only stocks sun care products with SPFs higher than 15, while offering an expanded range of products with SPF 30/broad spectrum.
CVS is also developing new standards for its vitamin and supplement offerings. The new standards will require "third party testing of ingredient listings for vitamins and supplements, as well as product testing for certain ingredients of concern."
The full list of chemicals now restricted from CVS' store brand personal care products can be viewed here.