You’ve probably seen the words “clean” or "natural" everywhere.
Clean beauty.
Clean shampoo.
Natural ingredients.
But here’s the honest truth:
Words like “Clean” and "Natural" aren’t regulated.
There’s no universal standard. No required testing. No mandatory transparency.
Which means two products can both say “clean” and be completely different when you look at the ingredient list.
If you’ve ever flipped a bottle around and thought,
“What does this even mean?”
You’re not alone.
That confusion is exactly why the Environmental Working Group (EWG) created the EWG Verified® program.
So, What Is EWG Verified®?
EWG (Environmental Working Group)is a non-profit organization that conducts research and advocacy in the areas of toxic chemicals, water pollutants, and consumer product safety.
They created the EWG Verified® program to help consumers identify products that meet strict standards for health and ingredient transparency.
To earn the EWG Verified® mark, a product must:
Avoid EWG’s ingredients of concern
Products cannot contain any ingredients on EWG’s list of “unacceptable” ingredients, which have health, ecotoxicity and/or contamination concerns.
Provides full transparency
Products must meet EWG’s standards for ingredient disclosure on the label and provide full transparency to EWG, including about fragrance ingredients.
Are backed by science
Program standards and criteria are created and updated by EWG’s team of scientists, formulators and toxicologists.
This isn’t a self-declared claim.
It’s third-party verified.
And only a small percentage of products qualify.
Why This Matters More Than Ever
The average woman uses 13 personal care products per day. Men use 11. That’s a lot of daily exposure.
One of the biggest areas of concern in personal care products is fragrance.
There are more than 3,500 fragrance chemicals in use today.
On most product labels, those chemicals are hidden behind one word:
“Fragrance.”
That single term can represent dozens sometimes hundreds of undisclosed ingredients.
EWG Verified® requires full transparency even for fragrance ingredients.
That level of disclosure is rare.
And if you have a sensitive scalp, dandruff, psoriasis, or irritation issues, it becomes even more important.
Why Shampoo Deserves More Scrutiny
Your scalp isn’t just hair.
It’s skin.
And it absorbs what you put on it.
Shampoo isn’t something you use once in a while, it’s part of your routine. Sometimes daily. Sometimes for decades.
When you think about long-term daily exposure, ingredient transparency stops being a “nice bonus” and starts becoming essential.
Why We Pursued EWG Verification
At /liv/ Nature, we’ve always focused on plant-based formulas and simple ingredient lists.
We didn’t want to simply say we were clean.
We wanted to prove it.
We wanted independent validation.
We wanted our standards reviewed by scientists.
We wanted transparency that goes beyond marketing language.
That’s why we submitted our Unscented Shampoo Bar for evaluation.
Now, It’s Official
We’re proud to share that the /liv/ Nature Unscented Shampoo Bar is now EWG Verified®.
That means it:
• Avoids ingredients of concern
• Meets strict health and safety criteria
• Fully discloses all ingredients
• Has been reviewed under one of the most transparent certification programs available.
This isn’t about trends.
It’s about trust.
What This Means for You
It means you don’t have to decode ingredient labels.
You don’t have to guess what’s hidden behind marketing language.
You don’t have to take our word for it.
The science review has already been done.
And when it comes to something you use regularly, something that touches your skin and scalp, that level of clarity matters.
If transparency, simplicity, and safety are important to you, our EWG Verified® Unscented Shampoo Bar was made with that in mind.
Because “clean” should never feel confusing.
And transparency should never be optional. Especially when it comes to something you use every single day.
