Clean beauty brand Beautycounter is joining the big leagues with a pop-up in Sephora starting online in July for a limited time.
The company confirmed the collaboration on Tuesday via Beautycounter’s Twitter account. Some of the brand’s most popular products, such as the vitamin C serum and overnight face peel, are set to be sold in Sephora stores on August 7.
— Beautycounter (@beautycounterhq) June 16, 2020
The news was first reported by WWD.
Beautycounter has been seen as being at the forefront of the clean makeup movement. Notably, it published a list full of 1,800 chemicals that the brand deems questionable or harmful. The company also continues to be an advocate for consumer safety, lobbying for government-regulated personal products.
This deal is a no-brainer for Sephora as more and more consumers demand safer personal care products. A 2018 study from Grand View Research predicted that the global organic personal care industry could reach $25 billion by 2025.
Even celebrities are publicly supporting the clean product revolution, and in some cases starting their own lines. Last year, actress Michelle Pfeiffer launched Henry Rose, a perfume brand that makes fragrances from ingredients that are certified as safe.
Sephora already has over 50 brands that participate in the “Clean at Sephora” initiative, which gives each product a seal if it is clean. The addition of Beautycounter’s pop-up will offer customers a bit more transparency regarding what is actually in some of its products.