New study finds ‘clean’ products for textured hair contain hidden hazards
Source: EWG
Americans spend billions of dollars on hair care products every year, with growing demand for those marketed as “clean,” “natural” or “free from” harmful chemicals. But a new study finds the claims don’t always stand up to scrutiny and highlights the need for transparency in labeling to reduce uncertainty for consumers.
The article was published in the Journal of Exposure Science and Environmental Epidemiology.
This means some consumers who think they’re buying a safer product could still be exposed to potentially harmful substances in their products. And products marketed to Black women contain more hazardous ingredients, resulting in disproportionate exposure from personal care products for Black women and women of color.
Scientists led by researchers from the University of California, Santa Barbara, and Columbia University along with Black Women for Wellness and Silent Spring analyzed products marketed as “clean,” focusing on textured hair described as curly, coily or wavy. Researchers reviewed products available at a Target in Los Angeles and used EWG’s Skin Deep® database to review ingredients in 150 hair products.
Skin Deep scores over 144,000 personal care products based on the potential toxicity of their ingredients.
Some of the products included undisclosed “fragrance” compounds that can be endocrine disruptors linked to allergies, skin irritation and potential harm to the reproductive system. Other brands included ingredients that have been linked to these and other health concerns.
Around 40% of the products the researchers analyzed are listed in EWG’s Skin Deep database. The main findings were:
70% of products contained undisclosed fragrance, which is an umbrella term that refers to a mixture of potentially 100 or more chemicals.
90% were classified as a “moderate” hazard (between 3 and 6 in Skin Deep).
“Free from” claims were inconsistently used on products. For example, only 60% of products formulated without sulfates were described as “sulfate free.”
Inequitable hazards
This isn’t just a marketing or labeling problem. It’s an equity problem.
The study focused on textured hair products because they are disproportionately used by women of color, who already bear a heavier burden of exposure to endocrine-disrupting chemicals.
EWG’s 2025 report on products marketed to Black women found disparities in the availability of safer personal care products. Using data from Skin Deep, EWG found the products were, on average, more hazardous than products without demographic marketing.
Studies that have measured the concentration of certain personal care product chemicals in the body have also consistently reported that concentrations are higher in Black women, compared to white women.
Regulatory gaps
Personal care product brands and retailers should take steps to develop and promote safer options that are genuinely free from chemicals of concern.
But it’s not just the industry’s duty to act – the lack of a federal definition for “clean” products means consumers must still navigate a complex and often opaque marketplace. No U.S. government agency requires companies to back up safety claims about their products.
The European Union has taken steps to protect consumers from greenwashing, a marketing tactic that involves making misleading claims so the product appears safe, environmentally friendly or sustainable. The EU’s 2023 Green Claims Directive outlined criteria to prevent companies from using unsubstantiated claims on their products.
While the Federal Trade Commission says it is illegal to make claims that are “unfair or deceptive,” these terms are not closely regulated. This leaves little protection for consumers from greenwashing claims.
What you can do
If you’re shopping for hair care or any other personal care products and you want to avoid problematic ingredients, here are some tips:
Look for the EWG Verified® mark. In lieu of stronger regulations, third-party certification can fill the gap. That’s why EWG Verified exists: It gives consumers a mark they can trust. These products have been reviewed by our scientists and meet our most rigorous standards for health and transparency.
Avoid undisclosed fragrance. Watch for this term on product labels. Fragrance can hide hundreds of undisclosed chemicals. Instead, choose products that disclose all their fragrance ingredients, or look for the EWG Verified mark.
Look for low hazard options. Check the list of the 4,000+ products marketed to Black women, and choose low hazard options. Or search our Healthy Living app or Skin Deep database to identify products that score low hazard (a 1 or 2).