EXCLUSIVE: Clean at Sephora Expands, Triples List of Banned Ingredients

Sephora’s Clean at Sephora program is expanding and getting more stringent, WWD has learned. The LVMH Moët Hennessy Louis Vuitton-owned retailer launched the program, which aims to help shoppers navigate its assortment and identify “clean” beauty products, last year in the U.S. and Canada. At the time, the requirements for a product to achieve the Clean at Sephora seal were that it be formulated without 13 specific ingredients including SLS, SLES, parabens, formaldehyde, phthalates and mineral oils — all common ingredients consumers are becoming increasingly wary of in personal-care and beauty products. In the summer of 2018, some 2,000 products from 61 brands made the Clean at Sephora cut. At the end of July, Sephora will introduce regulations designed to tighten the program’s standards. The most significant change is the tripling of its “free-from” ingredient list, to include about 45 ingredients that Clean at Sephora products are required to be formulated without. The updated list includes ingredients such as undisclosed synthetic fragrances, aluminum salts, animal oils, musks and fats, carbon black, talc, toulene, oxybenzone, retinyl palmate, butylated hydroxyanisole, nanoparticles as defined by European Union guidelines, certain types of styrene and phenoxyethanol above a 1 percent concentration. Ingredients on the Clean at Sephora “free-from”

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