Ulta Beauty unveils its 'clean' product seal of approval

The US cosmetics retailer has created a 'Made Without' ingredient list and sustainable packaging criteria for potential brand partners

US cosmetics retailer Ulta Beauty has rolled out its take on the increasingly popular 'clean' product accreditation.

The retail initiative aims to highlight brands that are cruelty-free, vegan-friendly, use sustainable packaging and feature formulas that exclude divisive ingredients (such as parabens) in favour of natural alternatives.

LVMH-owned Sephora launched its 'Clean At Sephora' in 2018. Meanwhile, in the UK, Holland & Barrett unveiled its 'Clean & Conscious' platform in February.

Ulta Beauty's 'Conscious Beauty' programme includes brands such as Pacifica, Juice Beauty, KVD Vegan Beauty and Tarte Cosmetics.

To qualify for the accreditation, brand partners must meet the retailers 'Made Without List' and include packaging that is made from at least 50% bio-sourced or recycled materials, or be recyclable or refillable.

The brands must also be vegan, against animal testing and highlight how they have "giving back at their core".

According to research by Ulta Beauty, 75% of consumers wish it were easier to know which products are truly 'clean' and 63% of 'clean buyers' state planet-friendly options are somewhat or very important.

"The introduction of Conscious Beauty at Ulta Beauty reflects the incredible value we place on listening to our guests," said Dave Kimbell, President of Ulta Beauty.

"We consistently work to answer their evolving desires and with this holistic effort, we’re aligning beauty choices with their personal values.

“The nationwide launch of this platform delivers a unique and holistic way to empower guests on their respective wellbeing and consciousness journeys.”

The 30-year-old company has also established an advisory board to work with the retailer to define the programme's evolution.

Members include senior figures from L'Oréal, TerraCycle, Credo Beauty, Tarte Cosmetics and Pacifica.

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