Sephora partners with Novi to help brands source clean, sustainable and safer ingredients


Sephora has partnered with Novi to help Sephora’s brand partners implement Sephora’s public chemicals policy and capture the rapidly growing market of consumers looking for safe and sustainable products.

Sephora’s public-facing chemicals policy was established in July 2019 with the goals of reducing the use of chemicals identified as high priority in the products it sells, and committing to work with its brands to replace these ingredients with safer alternatives.

Sephora also created the Clean at Sephora seal in 2018 to respond to the overwhelming demand from ingredient conscious consumers needing an easy way to shop for products free of controversial ingredients.

Novi’s platform is the one-stop-shop where brands get insights into the ingredients they need to replace in order to meet Sephora’s Public Chemicals Policy, and if interested, to achieve the Clean at Sephora seal.

Brands get instant access to a vast network of safer alternative ingredients from pre-vetted ingredient suppliers.

“Novi has been an incredible platform to showcase our leading-edge technologies for sustainable ingredients and safer alternatives in front of brands actively reformulating to meet consumer demands for safer alternatives” says Lisa Gandolfi, PhD, Director of Marketing at INOLEX, one of the ingredient suppliers on the Novi platform.

As consumer expectations for product safety and improved product sustainability continue to rise, Novi is helping brands meet this consumer demand, quickly.

“Novi is providing an innovative service to brands we’ve never seen before,” says Carley Klekas, Sephora’s Senior Manager of Product Sustainability.

“The public chemicals policy is crucial to Sephora, showing clients we are prioritising ingredient safety and sustainability, but it can be challenging for some brands to act on, which is why Novi is a game-changer in helping brands get more sustainable products into the hands of our clients.”

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Novi is an AI-driven platform that securely ingests and manages proprietary chemical data from ingredient suppliers at scale. Using their technology, Novi conducts 3rd party assessments of each raw material, making it easier for consumer companies to find vetted ingredients that meet their standards for health, environment, and supply chain transparency - as well as efficacy and performance.