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Healthy eating has taken over dietary and dietary trends in recent years, with varied arguments and debates about what it means and what is achievable.
But what you use on the outside is just as important as what you put inside your body. Thus, clean beauty is one of the latest trends in health-based retailing that exploits a variety of familiar terms, such as organic and natural ingredients, free of harmful chemicals and, particularly appreciated by media influencers social, to care.
Brandless, an e-commerce brand that brings together personal and household products under a single brandless label, delves deeper into the retail sector with a new, vaunted line promoting clean beauty.
"It's now common to apply value filters to the foods we eat," says Tina Sharkey, co-founder and co-chair of Brandless. "We are now applying standards similar to what we put on our bodies."
The expanded product line includes vegan makeup brushes; 100% herbal face wipes; eye gel made from green tea, pomegranate and caffeine; and rose water spray for the face.
Low and relatively low prices are the key to Brandless's strategy. Sharkley says Brandless is expanding into new categories "with the intention of democratizing access to high quality products at fair prices to help our community gain access to the things it seeks to live in a modern way" .
Keeping the prices low will not only encourage customers who want something more aesthetically pleasing than most pharmacy products, but also makes the products touting environmental friendliness (often accompanied by a markup) more accessible for most consumers, regardless of their income level.
It's not really a new territory for society. Founded in 2017, Brandless launched with 115 items available in its digital store, so already announced to be both health conscious and environmentally conscious.
The company has since grown to sell more than 350 products since then. Among its offers, there is an entire subsection devoted to "non-GMO" foods, described as being produced without any preservatives or synthetic flavors; personal care products that are humane, paraben free and even tree-free; and dog collars made of hemp and cotton.
Brandless representatives point out that the new range "contains no more than 400 questionable ingredients, including sulphates, parabens, phthalates, polypropylene and synthetic fragrances".
This could be just the beginning of a much larger company for Brandless. But they will not be alone, as the beauty industry has undergone a revolution in recent years with several new brands capitalizing on pure beauty – or even on familiar, reconditioned cosmetics and sold with new incentives for consumers.
But Brandless's self confidence does not seem worried. "The $ 70 billion beauty industry offers many opportunities for brands to introduce more clean beauty options such as Beautycounter and brands bearing the Clean at Sephora label, as well as other options inspired by their community like Glossier, "says Sharkey. "We strongly believe that high quality, transparency, simplicity and affordability can all be represented in a modified product collection that reflects the way people want to live today. And everyone deserves this choice.
Noting that "our labs never sleep," Sharkey said the team had an active roadmap and that its next big fall was scheduled for this summer.
"Pure beauty is here to stay," says Sharkey. "People want better ingredients and transparency around them. The empowered consumer is an informed consumer.
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