THE WHAT? Sephora will usher in a new subcategory of its Clean at Sephora collection, according to a report published by Glossy. Clean + Planet Positive launches with 18 brands to its name, all of which not only conform to the LVMH-owned retailer’s ‘formulated without’ list but also meet set sustainability criteria.
THE DETAILS The Planet Positive labeling requires brands to meet packaging reduction targets as well as donate to charities with a planet-saving agenda. Brands that meet the grade include Sephora’s own Sephora Collection brand, Unilever’s REN, Biossance, Farmacy, Tata Harper and Youth to the People, among others.
THE WHY? The initiative will help Sephora meet its own sustainability targets as well as guide shoppers towards the more planet friendly products on shelf and, it’s hoped, inspire more brands to make changes so they make the grade. Cindy Deily, Sephora’s VP of Skin Care Merchandising told Glossy, “It’s a way for us to spotlight this group of brands… We want to put pressure on the entire industry, including ourselves, to do better. We all have a long way to go, and we hope that by building something like this, the larger community will take note and work toward compliance and owning this seal.”