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.

Sephora continues to demystify beauty choices for clients, helping them find the right products for them, based on their lifestyle needs," Artemis Patrick, chief merchandising officer for Sephora told Allure. "Many of them are looking to shop brands and products that are 'free of' and Sephora is responding to help them do that, easily and conveniently in-store, online, and on mobile." It's that philosophy of "free of" — meaning free of certain questionable and unwanted ingredients far beyond parabens, sulfates, and phthalates — that guides this new initiative, which starts June 1. "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.

The Facts:

• Fifty brands have signed on, and each one will feature a "Clean at Sephora" seal.
• More than 2000 product pages will be clearly marked as "Clean".
• The  category will have its own landing page online and in-store area in shops nationwide. 
• All products in this new category will not contain the sulfates SLS and SLES, parabens, formaldehydes and formaldehyde-releasing agents, phthalates, mineral oil, retinylpalmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban.
• For Fragrance brands 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 (thimerosal), bisphenol A (BPA), and animal fats, oils, and musks are also excluded.
• Skin care, hair, and makeup brands with the "Clean at Sephora" seal also have less than one percent of synthetic fragrances and no undisclosed fragrances.

Read the full article in Allure.