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Sephora Expands Transparency With Clean at Sephora Campaign

The initiative, launching June 1, will feature more than 50 brands and 2,000-plus stockkeeping units.

Image courtesy of Sephora

Sephora is preparing to up its clean beauty game. The retailer, which is turning 20 this year, is expanding the category with Clean at Sephora, an initiative aimed at increased transparency with customers about the ingredients present in their favorite products.

The campaign, launching June 1, will feature products formulated without SLS, SLES, parabens, formaldehyde, phthalates and mineral oils. Sephora has identified more than 50 qualifying brands and 2,000-plus qualifying stockkeeping units as part of the initiative, which chief merchandising officer Artemis Patrick said was inspired by client demand.

“We know over 60 percent of women that buy beauty read the label before they do, and over 54 percent want to know if it’s natural or clean and what ingredients are in there,” Patrick said. “We have identified some common chemicals that are in certain products that our clients have asked about. It’s not about whether it’s good or it’s bad, it’s about being transparent. While this is not necessarily a new thing, what we have seen is that the efficacy of the products that are out there are at an all-time high, so you can actually get products without these ingredients if you so choose and still get the efficacy of the product that you want and love.”

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