You’re about to see more green in Sephora’s aisles — and we’re not talking about a color story either. The beloved beauty retailer already stocks everything we need to look and feel amazing, including innovative skincare essentials, coif crisis cures, and trendy makeup, but now Sephora has created a new category to make it easier to find clean beauty buys without having to scan every label in the store.
The retailer partnered with 50 brands throughout the U.S. and Canada to curate over 2,000 clean products across categories that will feature a green Clean Beauty seal of approval. The green badges indicate that the product doesn’t contain potentially harmful ingredients like parabens, formaldehyde, mineral oils, phthalates, sulfates SLS and SLES, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban, to name a few. Plus, they have less than one percent of synthetic fragrances.
Sephora recently discovered in its research that over 60 percent of shoppers read the products labels prior to purchasing, and 54 percent only stock natural or clean beauty items. With that customer feedback in mind, Sephora linked up with a slew of brands and industry experts to help define what clean beauty actually means as the nearly 20-year-old company looks toward the future.
“[Sephora is] continuing to demystify beauty choices for their clients, helping them find the right products for them, based on their lifestyle needs,” the press release announcing the new category states. “Many of their clients are looking to shop brands and products that are ‘free of’ and they are responding to help them do that, easily and conveniently at Sephora.”
What do you think of Sephora’s new category? Weigh in over @BritandCo.
(Photo by Charley Gallay/Getty Images for Sephora )