The beauty industry has a love-hate relationship with the Washington-based nonprofit Environmental Working Group (EWG). I suppose how you feel may depend on where your brand and products rank on their infamous Skin Deep Database. While many in the industry feel the group is peddling “pseudoscience” and “fear mongering,” the database, which ranks the toxicity of everyday items based on studies that show links to hormone disruption or illnesses like cancer, is heavily referenced by consumers.

Consider this: Procter & Gamble partnered with the EWG, reformulating their Herbal Essences shampoo brand, launched in 1971, to meet EWG “verified” standards.

The fact that the Herbal Essences team at P&G went to the trouble to meet EWG’s criteria “speaks volumes about today’s consumer-driven interest in clean beauty,” as well as P&G’s commitment to its customers, EWG co-founder Ken Cook says to Bloomberg. “I can think of faster and easier ways for a huge company like P&G to refresh an iconic brand.”

Read the full article in Bloomberg.