{
  "slug": "ewg-verified-skin-deep",
  "name": "ewg-verified-skin-deep",
  "description": "An online database and guide to safer personal care products, backed by science, that helps consumers learn what’s in their products by reviewing and evaluating ingredients to determine safety scores.",
  "url": "https://optimly.ai/brand/ewg-verified-skin-deep",
  "websiteUrl": "https://ewg.org/",
  "logoUrl": "https://logo.clearbit.com/ewg.org",
  "baiScore": 90.8,
  "bai_tier_status": "active",
  "bai_score_status": "active",
  "archetype": null,
  "archetype_status": "active",
  "category": "Personal Care Product Safety Rating Platforms",
  "categorySlug": null,
  "keyFacts": [],
  "aiReadiness": [],
  "competitors": [],
  "competitorsProse": null,
  "inboundCompetitors": [],
  "aiAlternatives": [],
  "parentBrand": null,
  "subBrands": [],
  "updatedAt": "2026-09-13T05:32:13.922Z",
  "verifiedVitals": {
    "website": "https://ewg.org",
    "category": "Personal care product guide",
    "what_it_does": "EWG's Skin Deep® is a guide to safer personal care products, backed by science. It reviews products, evaluates ingredients, and determines product scores based on nearly 60 integrated toxicity, regulatory, and study availability databases. It also offers the EWG VERIFIED® program for products that meet strict scientific standards for transparency and health.",
    "primary_audience": "Consumers interested in safer personal care products.",
    "core_product": "The Skin Deep® database and the EWG VERIFIED® certification program for personal care products and mattresses.",
    "pricing_model": {
      "kind": "free",
      "detail": "The service appears to be free for users, with options to donate to EWG."
    },
    "parent_ownership": "EWG (Environmental Working Group)"
  },
  "intentTags": null,
  "businessProfileClaims": [],
  "timestamp": 1790055936649
}