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Target Clean is the Latest Clean Beauty Expansion

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Target Clean spans in-store and online, comprising personal and beauty, including brands such as Aveeno and Schmidt's Naturals.

Clean beauty isn't easy to define in any universal way, but that hasn't stopped a growing list of retailers from embracing the term and building standards and merchandising programs around the concept. Credo, Space NK and Sephora, to name a few, are among the leading retailers embracing clean beauty.

Next: ILIA and bareMinerals are coming to Beauty Accelerate to discuss just what "clean beauty" means.

Target Clean bills itself as, "Your clear choice for clean products," and centers on ease of discovery. The program's green Target symbol will serve as the signal for clean beauty products in-store and online.

Encompassing beauty and personal care, in addition to other categories, Target Clean comprises products formulated without materials such as:

  • propyl-parabens
  • butyl-parabens
  • phthalates
  • formaldehyde
  • formaldehyde-donors
  • nonylphenol ethoxylates (NPEs)
  • oxybenzone
  • SLES
  • retinyl palmitate
  • hydroquinone
  • triclosan
  • triclocarban
  • BHA or BHT
  • aluminum (for deodorant)

Participating brands include Versed, Pacifica, Honest Beauty, e.l.f., Love Beauty & Planet, Aveeno, SheaMoisture, Burt's Bees, Harry's, Native, and Schmidt's Naturals.