EWG Verified, the five-year old Washington DC-based non-profit that certifies clean personal care and home cleaning products, hosted a two-day pop-up on Abbott Kinney Boulevard in Venice, CA to bring some of these products direct to consumers.

This marked the second year and third pop-up in Los Angeles organized by the company, and its largest thus far.

“Our first one had 15 brands who had products here,” said Aya Matsumoto, Manager, External Engagement, for EWG Verified. “This time we have 54.”

Brands such as Be Natural Organics, Codex Beauty, Akar Skin and Beautycounter had products available at the location, spanning hair care, body, color cosmetics, baby care and fragrance. Many had brand representatives on site to chat with consumers. EWG Verified certifies products, not brands, providing assurance that they’re free of ingredients that are already banned overseas, as well as those known to the state of California to cause cancer or contain developmental toxins.

Jimmy Wang, co-founder of Taipei, Taiwan-based skin care product Inna Organic Co Ltd, said the pop-up was a valuable opportunity to showcase its Rose Geranium and Neroli sheet masks to shoppers interested in clean products.

“People who come in here know the importance of ingredients,” he said. “And it’s a way for us to show our customers that we are certified, and that we go not just by our words but by our actions.”

Aya said the pop-up concept began as a pilot program two years ago “to give the public direct access to products and brands and why it’s important to have these standards,” she said. “Our focus is on ingredients of concern, ensuring that products have full transparency and that the company follows good manufacturing processes. And people are hungry to have that connection to the brand themselves, and to understand why a brand would commit to these standards.”

The products were arranged by brand and simply laid out, while the rear of the space allowed for a handful of brands – such as Fridda Dorsch and Herbal Essences – to provide sampling. Aya said the goal was to offer a span of products and price points. Some of the companies, such as Herbal Essences and Everyone, are typically available at big box stores, while others such as Codex and Henry Rose are pitched at a higher end. Prices ranged from a few dollars for the Everyone Hand Sanitizer Spray Coconut + Lemon to $120 for Henry Rose fragrances, whose founder Michelle Pfeiffer had attended the opening night event.

“Our goal is to showcase brands and companies that are doing the hard work to lead the market,” said Aya. “If they are going to push to meet our standards, then they should be recognized.”