In Brands, Marketing, Retail

Sephora is upping their clean beauty game through the creation program and seal that will clearly identify products and brands that adhere to the new clean criteria. This initiative is called Clean At Sephora.

“Through research and insights, Sephora uncovered that more than 60% of women read beauty product labels prior to purchase, and that 54% claim it’s important for their skincare products to have a POV on clean,” Sephora’s Chief Marketing Officer Artemis Patrick said via release. “The customer — like many of us — is still unclear as to what words like ‘clean,’ ‘natural,’ ‘wellness,’ etc. really mean. This is why we sought out to bring a definition to their clients, if it’s of interest to them and a factor in their product selection.”

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