THE WHAT? e.l.f. Cosmetics has committed to becoming a clean beauty brand with the launch of its new derm-developed, fragrance-free, clean, vegan and cruelty-free skincare collection, Pure Skin.
THE DETAILS e.l.f. Cosmetics has reformulated over 350 SKUs over the past several months in order to meet European Union Cosmetics Regulation (EUCR) and FDA requirements.
The new range includes ingredients such as oat milk and niacinamide, and has a cleanser, toner, and a moisturizer
Available in the U.S. on the e.l.f. website, the range is also being rolled out across Target, Walmart and Ultra Beauty both online and in-store.
THE WHY? The clean beauty trend has been gaining momentum for some time, with the wellness boom post-pandemic giving it further traction.
Dr. David Valia, Head of Research and Development for e.l.f. Beauty, says, “There are a lot of misconceptions around clean beauty. One of the biggest myths is that some people think that all preservatives are bad and should not be added to clean beauty products.
“We’re so proud of the progress we’re making on clean beauty and Pure Skin is the next step in the journey. As with everything in the e.l.f. family, this collection will be held to the strictest clean standards and to delivering extraordinary quality and value.”