Good Face Project Approved

1. Review the GFP Standard: Visit goodfaceproject.com to understand the ingredient safety, sustainability, and ethical sourcing criteria your product must meet before applying.

1. Compile Full Ingredient Documentation: Gather complete INCI ingredient lists and formulation details for each product you wish to certify. Ensure all ingredient concentrations and sourcing information are available.

1. Submit Your Application: Complete the brand and product application through the Good Face Project's online portal, uploading all required ingredient and formulation documentation.

1. Ingredient Review by GFP Scientists: The GFP scientific team runs each ingredient through their proprietary AI-powered database, cross-referencing against safety, sustainability, and ethical sourcing benchmarks.

1. Address Any Flagged Ingredients: If any ingredients do not meet GFP standards, you will receive feedback and may need to reformulate or provide additional sourcing documentation before approval.

1. Receive Good Face Approved Certification: Upon successful review, your product is awarded the Good Face Approved seal and listed in the GFP online registry.

1. Leverage Your Certification: Use the GFP seal, marketing toolkit, and online registry listing to communicate your product's approval to consumers and retail partners.

The Good Face Project evaluates products across several key dimensions using its proprietary AI-powered ingredient database, which cross-references thousands of scientific studies, regulatory lists, and safety databases.

Ingredient Safety: Each ingredient in the submitted formula is assessed against known hazard lists, including restricted and banned substances from major regulatory bodies (EU, FDA, and others). Ingredients are scored for potential toxicity, allergenicity, and endocrine disruption risk.

Transparency: Brands must provide full, accurate INCI ingredient lists with no omissions. GFP checks that the disclosed ingredients align with the actual formulation and that no undisclosed fragrance blends or proprietary complexes obscure potentially harmful components.

Sustainability: Ingredients are evaluated for their environmental impact, including biodegradability, sourcing practices, and ecological footprint. Preference is given to ingredients with demonstrated sustainable supply chains.

Ethical Sourcing: The program considers whether ingredients are sourced through fair trade or ethically verified supply chains, and whether the brand's overall practices align with responsible sourcing principles.

Products that pass all criteria receive the Good Face Approved designation. Any ingredient that fails to meet the threshold in any category can result in a request for reformulation or additional documentation before approval is granted.

The Good Face Project operates in the rapidly growing clean beauty certification space, where consumer demand for ingredient transparency has surged over the past decade. The global clean beauty market was valued at over $5 billion and is projected to grow significantly through the 2030s, driven by millennial and Gen Z consumers who actively research product ingredients before purchasing. GFP has positioned itself as a tech-forward alternative to legacy certifications by using AI and data science to evaluate ingredients at scale, which differentiates it from more manual review processes used by competitors.

In terms of market adoption, GFP has attracted notable brand partners including True Botanicals and Kosas, and has gained visibility through partnerships with clean beauty retailers like Credo Beauty. However, compared to more established programs like EWG Verified or COSMOS, GFP is still a relatively emerging player with a smaller certified brand portfolio. Its AI-driven approach and focus on the U.S. clean beauty market give it a distinct niche, but it lacks the decades-long regulatory recognition that some European-origin certifications carry.

The competitive landscape is crowded, with retailer-driven standards (Clean at Sephora, Credo Clean Standard) increasingly setting de facto industry benchmarks. GFP's independent, science-based positioning is a strength, but brands often pursue multiple certifications simultaneously to satisfy different retail partners. Demand for third-party ingredient verification is growing, which bodes well for GFP's relevance, particularly as the U.S. moves toward stricter cosmetic ingredient regulation under the Modernization of Cosmetics Regulation Act (MoCRA) of 2022.

The Good Face Project was founded around 2018 with the mission of bringing scientific rigor and data transparency to the clean beauty movement. It was created in response to growing consumer concern about the safety of cosmetic ingredients, particularly in the United States where federal cosmetic regulation had historically lagged behind the European Union. The founders sought to build a technology-driven platform that could evaluate ingredients at scale using AI and a proprietary database cross-referencing thousands of scientific studies, toxicology reports, and global regulatory lists — moving beyond the manual, list-based approaches used by earlier clean beauty standards.

Since its founding, the Good Face Project has expanded its brand partner network to include notable clean beauty companies such as True Botanicals and Kosas, and has built relationships with clean beauty retailers including Credo Beauty. The program has grown in relevance as the U.S. cosmetics industry faces increased regulatory scrutiny under the Modernization of Cosmetics Regulation Act (MoCRA), signed into law in 2022, which introduced the most significant updates to U.S. cosmetic regulation in decades. GFP's science-first, AI-powered positioning has helped it carve out a distinct niche in an increasingly crowded certification landscape.