During a panel at ChangeNOW2024, Deborah Yeh, global chief marketing officer at Sephora, revealed that the retailer has developed two labels for brands: Clean at Sephora and Planet Aware at Sephora. (Watch a video of the panel discussion below.)
UPDATE (April 1, 2024): The array is now live on the retailer's site, featuring brands such as Lion Pose, Susteau, Youth to the People, Tata Harper and more.
According to Yeh, the Clean at Sephora seal “represents brands who are meeting the highest regulatory standards” and which avoid certain undesirable ingredients.
Planet Aware at Sephora, meanwhile, is a seal that highlights “brands that are making commitments across four sustainability topics from ingredients to corporate commitments to packaging,” according to Yeh.
The seals were developed over the last two years, the executive explained. They will debut in North America and Europe in April 2024, and then expanding to various markets before debuting in China in 2025.
Yeh noted that there are 130 brands under the Clean at Sephora seal, as well as 40 that fall under the Planet Aware at Sephora seal. The retailer currently carries about 500 brands in total, pointing toward opportunities to expand further.
The goal, per the executive, is to provide transparency to consumers while urging brands toward specific guidelines around clean and sustainable products.
