Similar to Beautycounter at Sephora, Credo at Ulta serves as a reminder of the dearth of regulation in the beauty industry, where products sold at stores don’t have to be examined for safety preceding release. To date, Ulta hasn’t sketched out clean beauty standards or instituted a clean beauty seal. Ulta’s deal with Credo links it to a retailer with stricter clean beauty standards than Sephora that are evolving from ingredients to packaging. The brand joins a clean beauty selection at the retailer that includes Aether Beauty, Ren, Farmacy, Drunk Elephant, Briogeo, First Aid Beauty, Goop and Herbivore.

This is absolutely making me question my future relationship with your store.” Beautycounter is launching 11 products at Sephora on July 7 before it’s rolling out to stores in August. MLMs are a predatory and slimy business model and will absolutely be financially devastating to your customers. Under a recent Instagram post on Sephora’s account, a commenter with the handle abatnamedtwitch wrote, “I urge you to reconsider your upcoming partnership with Beauty Counter.

And Sephora’s decision to align with a company relying primarily on 60,000 consultants to drive sales hasn’t gone unnoticed. The retailer’s clean beauty program permits synthetic fragrance at concentrations below 1%, leaving leeway for brands’ usage of it. The addition of Beautycounter may generate buzz to draw consumers, but could put Sephora’s existing assortment under the microscope and bring scrutiny for its association with the controversial direct-sales model.īeautycounter states its mission is a “future where all beauty is clean beauty.” It bans ingredients like synthetic fragrances from its products that are allowed at Sephora. Since Sephora debuted its Clean at Sephora seal in 2018, it’s cultivated a wide stable of brands in its clean beauty category such as Aether Beauty, Ren, Farmacy, Drunk Elephant, Briogeo, First Aid Beauty, Goop and Herbivore. According to an Ulta survey 1,700 consumers conducted in April of last year, 90% of gen Z shoppers intend to buy clean beauty products in the next year.īoth strategies carry risks for the brands and retailers involved. The two initiatives illustrate different strategies retailers can pursue to elevate their profile in a clean beauty segment that remains small ( The NPD Group estimates its share in prestige beauty at 15%), but increasing-and poised to increase further-as younger shoppers commit more of their beauty spending to clean options. The latter is partnering with retailer Credo on endcaps featuring eight brands, including One Love Organics, Innersense Organic Beauty and a sunscreen collaboration with EleVen by Venus Williams, in 100 locations and a dedicated landing page on its e-commerce platform scheduled for the fall. The former is launching 11 products from the direct-sales brand Beautycounter online on July 7 before they arrive at stores in August. Last week, both Sephora and Ulta Beauty revealed major clean beauty initiatives.

Sephora clean me up set