Isadora is honored to be in partnership with Asthma Allergy Nordic. What do you believe is the strength of the collaboration and in having our products certified by you?
The Asthma Allergy Nordic label enables consumers to make a good choice in the store and thereby gives labeled products a strong credibility boost. The number of people requiring products without allergens or irritants is steadily growing. The are many reasons, you might have an allergy, a hypersensitivity to certain substances – or you want to avoid developing one. There is also a large group of consumers who simply prefer using mild products that have been verified by an independent and trusted party.
Are there many makeup brands that have products certified by you?
No, at least not yet in Sweden. In Denmark, the trend has been strong for a long time, and we can see that it’s coming here [to Sweden] as well. Therefore, we are also very happy about Isadora’s initiative to collaborate with us.
How would you explain the assessment process, from the initial application to the approval and final certification?
To begin an application process, a manufacturer needs to share all information about their product. This means, among other things, complete information about the formulation: all ingredients and all raw materials, even those that only appear in very small quantities. We then go through all the documents to make sure that the content complies with our strict rules and regulations. We do not allow perfumes or other allergens at all, but there are also other ingredients that are strictly limited. This can apply to e.g., natural substances, which can often be allergenic. Finally, we inspect the packaging, for which we, among other things, require a complete list of all product ingredients.
What is required for a mascara to be certified by the Asthma Allergy Nordic?
It is required that the mascara lives up to all our strict criteria as clarified above.
Is there any other mascara offered by a Swedish brand that has been certified by the Association?
No, until now, there has only been one Danish mascara approved by us.