Clean beauty has always been hard to define with varied explanations and definitions across the beauty landscape.
Sephora believes that everyone deserves to shop beauty on their own terms, and now the retail beauty giant has made it easier to navigate the vast and growing beauty sphere to make more informed decisions, launching the Clean at Sephora green seal here in Australia.
Clean beauty is growing quickly, with Sephora’s Clean category growing 14% in Australia since 2018, and is anticipated to grow another 5% in 2021.
The Clean at Sephora green seal originally launched in the US in 2018 as a way to demystify beauty choices, and is a tool for customers to learn, navigate and shop clean with assurance.
“At Sephora, we refer to it as ‘the beauty you want, minus the ingredients you might not,” said Sephora SEA’s director of retail education, Angelique Hogan.
“The brands that bare the Clean at Sephora seal have made a commitment to Sephora and to our Clients, that is the products in their range do not contain ingredients from Sephora’s ‘formulated without’ list.”
Sephora’s 'formulated without' list includes more than 36 ingredients in total – including sulfates, mineral oil, phthalates, significant amounts of synthetic fragrance and more. Clean at Sephora brands include favourites Fenty Skin, Biossance, Youth to the People and Milk Makeup.
