Sephora is getting a clean beauty makeover with the expansion of Clean at Sephora, which will advocate efficaciousness and transparency of ingredients. The campaign will launch on June 1, aimed at making it easier for consumers to buy items free from mineral oils, phthalates, SLS, SLES, parabens retinylpalmitate, oxybenzone, coal tar, hydroquinone, triclosan, triclocarban and formaldehyde. For fragrance brands, the following ingredients are also off limits: 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, bisphenol A as well as animal fats, oils and musks. Brands with the Clean at Sephora seal will also need to contain less than one percent of synthetic fragrances and cannot contain any undisclosed fragrances.
Over 50 qualifying brands and more than 2,000 SKUs which fit the bill, both in store and online, will be labeled with a special sticker that's easily identifiable. Sephora's in-store beauty advisors will also be armed with new knowledge about the store's clean beauty products to help educate shoppers. Such brands in the Clean at Sephora lineup include Drunk Elephant, Tata Harper, Lawless Beauty, RMS, Supergoop and Boscia.
Artemis Patrick, Sephora's chief marketing officer, said, "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."
To keep up with the demand for clean, transparent beauty products in the way that retailers like Credo Beauty and Detox Market have done, other retailers are following suit. Last November, Neiman Marcus added 650 new products from 45 brands in the clean beauty category; Barneys debuted natural and clean cosmetics, skincare and haircare products with an in-store Conscious Beauty section earlier this year; and Bluemercy also unveiled a naturals program that includes such brands as Indie Lee, One Love Organics and Ilia Beauty. With the industry-wide trend towards efficaciousness and transparency in beauty products, the clean beauty category's future looks brighter than ever.