Since Sephora is known for carrying top beauty brands, its own lines often go unnoticed. Yet for fans of bath and body products, the Sephora Collection, which includes MUA-recommended liquid lipsticks and an array of sheet masks, is not only affordable but also underappreciated. Now, Sephora will expand its skincare range.
"We were definitely seeing clients becoming more and more interested in skin care [in recent years]," Beth Hayes, vice president of Sephora Collection, told Allure. "[At Sephora Collection] we try to uncomplicate beauty — that's our whole ethos and brand positioning — and so we wanted to offer and create a skin-care range that's drilled down to the basics and the essentials."
The skincare line will include four new products, a gel cleanser, eye cream, hydrator, and moisturizer, which will priced under $16. Also, the range will be free of ingredients like sulfates, parabens, formaldehyde and formaldehyde-releasing agents, phthalates, mineral oil, and contain less that 1 percent synthetic fragrances. In addition, the new products will be made with recyclable plastic derived from sugar cane and all labels will be printed with vegetable-based inks.
"As the brand of the retailer, we feel like we're in service to the client more than any other brand because we have the Sephora name on it," Hayes said. "If Sephora is standing for the Clean seal, then we should have an [in-house] offering that's Clean seal-approved."
All of the products are formulated with 91 to 99 percent naturally derived ingredients, which makes them apt for most skin types, including sensitive skin. The cleanser, which has a milky consistency, cleanses gently when mixed with water.
The eye cream, which includes wheat-based hyaluronic acid, glides on easily and absorbs quickly around the eyes, and the hydrator, which can be used as a hydrating makeup base, keeps skin fresh and glowing. Also, the moisturizer, which is formulated with hydrating oils such as marula, rosehip, and avocado, can be used as a sleep mask for firmer, more radiant skin.
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At #naturallyseriousskin, we're proud to say that sustainability is at our core from our ingredients to our packaging: ✨ Products are cleanly made and formulated without B.A.D. ingredients ✨ Eco-friendly packaging that's 100% recyclable, reusable or compostable ✨ Cartons are made with wind power 🌬️ and in a carbon neutral facility ✨ Cartons are approved by the Forestry Stewardship Council which means our cartons are derived from a sustainably managed forest 🌳 . . . #naturallyseriousskin #nsskin #nsskinwarriors #nobadingredients #itgetsgreener #majormoisture #greenbeauty #gogreen #cleanatsephora #naturallyderived #antipollutionrevolution #cleanlymade #ethicallydeveloped #clinicallytested #crueltyfree #environmentallyconscious #sustainableliving
"It's incredibly important to us that we're inclusive," Hayes says. "For me and Sephora Collection, [inclusivity] means price point. One of the things that make me most proud is the fact that people can come to a Sephora and walk out with an [affordable] product. We're here to give you great products that work."
The company’s clean and environmentally-responsible brand joins Naturally Serious skincare, which is exclusive to Sephora, as an integral part of the Clean at Sephora program. The initiative highlights products that follow strict ingredient guidelines and promote an #ItGetsGreener initiative. The Naturally Serious skincare line is packaged in eco-friendly cartons derived from a responsibly-managed sustainable forest and manufactured with wind power in a carbon-neutral facility.
Naturally Serious features a range of seven cruelty-free products that combine naturally derived formulas with leading-edge technology. The products feature the patented Anti-Pollution Blend of 6 anti-oxidants -- pomegranate, goji berry, grape seed, green tea, red tea and white tea. The natural ingredients are fight signs of aging and skin damage caused by UV rays, pollution, free radicals, and other environmental factors.
The Sephora Collection and Naturally Serious skincare lines are available at Sephora stores and on sephora.com.