Sephora is launching Clean at Sephora, a new clean beauty initiative, reports WWD.
Related: Clean Beauty Dealbook -- W3ll People
Launching June 1, 2018, Clean at Sephora “will feature products formulated without SLS, SLES, parabens, formaldehyde, phthalates and mineral oils.” The company has identified more than 50 brands—including Drunk Elephant, Boscia, Tata Harper and RMS—and 2,000 units which fit the bill.
The products, which spa across categories, will be merchandised via in-store displays and online; a Clean at Sephora sticker will appear on qualifying product pages.
Related: Good Things Come in Small Spaces: Sephora Launches Small-Format Concept Store
“We know over 60 percent of women that buy beauty read the label before they do, and over 54 percent want to know if it’s natural or clean and what ingredients are in there,” chief merchandising officer Artemis Patrick told the publication. “We have identified some common chemicals that are in certain products that our clients have asked about. It’s not about whether it’s good or it’s bad, it’s about being transparent. While this is not necessarily a new thing, what we have seen is that the efficacy of the products that are out there are at an all-time high, so you can actually get products without these ingredients if you so choose and still get the efficacy of the product that you want and love.”
