Quick question: do the folks at Sephora ever sleep? Between debuting a massive new Summer collection and offering (free) pore-sucking facials, the megaretailer just announced an initiative that will help shoppers learn about clean beauty products. As WWD reports, Sephora will launch Clean at Sephora, which will make it super easy to buy items free of yucky, harmful chemicals such as SLS, SLES, parabens, formaldehyde, and phthalates.
Starting on June 1, there will be both an online and in-store hub of clean merchandise that's labeled with a special sticker. Over 50 brands and 2,000 items will fit the bill, and the products come from the likes of Drunk Elephant, Boscia, Supergood, Caudalie, Tata Harper, Lawless, RMS, and Lilah B. This also means that Sephora will begin to stock more qualifying brands such as Indie Lee and Go-To Skin Care. Along with offering a streamlined way to buy natural products, store employees will be trained on the category, so they can help answer any questions or give informed recommendations.
This news comes after stores like Neiman Marcus, Barneys, and Bluemercury have rolled out similar programs. It also comes hot off the heels of Kourtney Kardashian's appearance on Capitol Hill, where the mother of three urged lawmakers to consider reforming outdated cosmetics safety regulations.
According to Artemis Patrick, chief merchandising officer at Sephora, "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." Patrick also said that according to the store's studies, 60 percent of beauty shoppers read a product's ingredient label before they purchase it, and 54 percent care about stocking their stash with only natural or clean items.