Could this be the year of natural beauty? Possibly. More and more brands within the hair, makeup, and skin space are adopting healthier initiatives, promising to use only the purest of ingredients. It's been a refreshing industry switch, considering most ingredients listed on the back of a product bottle are difficult to pronounce. The change has been implemented in nearly every retailer as of late, too. Nordstrom recently launched its own pop-up natural beauty section, a first for the luxe department store. Target also announced it would be taking steps to make its beauty department greener, and that the superstore will be committing to a transparency plan to properly manage the amount of chemicals in its products. And now, Bluemercury is jumping on board.
The great thing about Bluemercury is that its beauty section doesn't carry the same brands as your local drugstore, but it’s also not as potentially overwhelming a department megastore — it’s somewhere comfortably in the middle. The shop already carries brands like Ren, Caudalie, and Odacité that all boast fresh, nontoxic ingredients, and now, it's expanding its collection — adding even more natural products than ever before.
The founder, Marla Beck, is intensely aware of the customer's need for natural formulations and has even launched her own skin-care brands, Lune+Luster and M-61, after noticing a lack of safe ingredients in the beauty realm. And starting this month, the store will sell its own pilot natural beauty program in 28 locations nationwide with a brand-new crop of goods, including Osea, Indie Lee, One Love Organics, and more. In the meantime, six other locations — including two in New York, one in Connecticut, one in New Jersey, and two in California — will be testing a larger program with separate, in-store fixtures of every product available without harsh chemicals and preservatives. Talk about a fresh start to a new year.
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