Beauty giant, Sephora, is launching a clean beauty category!
Many who purchase beauty products from Sephora have been concerned with what goes into them. As a result, Sephora has offered online shoppers the “What it is formulated without” section. This is a page of product details to see what exactly is in a product as shoppers today want to avoid certain ingredients such as sulfates, parabens, and phthalates just to name a few. But now, Sephora want to take this concept one step further and is going to be launching a new category: Clean at Sephora.
Artemis Patrick, chief merchandising officer at Sephora said, “Sephora continues to demystify beauty choices for clients, helping them find the right products for them, based on their lifestyle needs. Many of them are looking to shop brands and products that are ‘free of’ and Sephora is responding to help them do that, easily and conveniently in-store, online, and on mobile.” This new category will begin on June 1st of this year. And he went on to say, “Together with Sephora’s brands, industry experts, external council — including feedback from clients — Sephora has curated a partnership with its brands across cosmetics, skin care, hair care, and fragrance that stand behind the ‘Clean at Sephora’ category.”
So far, fifty brands are signed on to the “Clean at Sephora” category. Each brand that is signed up will feature a “Clean at Sephora” seal. You will find this category on the Sephora website easily as it will have its own landing page. In stores, you will find its own in-store area as well.
All of the products that have the “Clean at Sephora” seal will not have sulfates SLS and SLES, parabens, formaldehydes, and formaldehyde-releasing agents, phthalates, mineral oils, retinylpalmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban. For fragrance brands, they will not have PTFE/PFOA, styrene, polyacrylamide/acrylamide, acetaldehyde, acetonitrile, methylene chloride, benzalkonium chloride, toluene, resorcinol, acetone, butoxyethanol, ethylenediaminetetraacetic acid, methyl cellosolve, methylisothiazolinone/methylchloroisothiazolinone, mercury and mercury compounds (thimerosal), bisphenol A (BPA), and animal fats, oils, and musks.
Finally, all skin care, makeup brands, and hair products that have the “Clean at Sephora” seal will have less than 1% of synthetic fragrances and no fragrance that is undisclosed.
Patrick also said, “By launching this ‘Clean at Sephora’ category, Sephora will define what Clean means to the retailer. In turn, creating a point of view that clients can navigate, learn from and shop with sense of comfort that the work has been done for them.”
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