Procter & Gamble has disclosed a list of more than 140 chemicals not used in fragrances in its brands; unsurprisingly, Environmental Working Group (EWG) has applauded the move, which is not supported by science, but rather by an anti-"chemical" agenda.
Previously: Is Skin Care Transparent Enough?
P&G disclosed its full fragrance palette in 2012. The latest list comprises ingredients such as acetaldehyde, diphenylamine, ethyl acrylate and santolina oil, which are categorized in an open online database.
Further reading: The Necessity of Testing in New Product Development
Transparency Rippling Across the Industry
"This decision by Procter and Gamble is welcome news for its customers and could ripple across the entire industry," said Ken Cook, EWG president.
But are consumers actually any safer?
Read more of the story on Global Cosmetics Industry (GCI) affiliate site Perfumer & Flavorist.