Landing International and ClearForMe have partnered to help brands educate the retail beauty advisors who sell their products.
By integrating Landing International’s online marketplace and ClearForMe’s database of ingredients, their combined offering will enable beauty advisors to more easily discover products with specific ingredients and guide customers in their product selection, the companies said in a Monday (April 10) press release.
“ClearForMe’s partnership with Landing International allows us to pave a new path for ingredient transparency while also embracing our shared mission to advance ingredient education for all partners in the industry,” ClearForMe founder and CEO Sabrina Noorani said in the release.
Landing International’s online marketplace has helped launch 130 beauty and wellness brands at major United States retailers over the past 10 years, and its BeautyFluent mobile app delivers brands’ training programs to retail beauty advisors, according to the release.
ClearForMe’s database of 1.8 million ingredients is used by 375 retailers and brands and enables users to filter, search for, discover and shop for products, the release said.
“What we’ve seen is that the beauty customer wants access to cleaner brands, more diverse brands, more socially conscious brands,” Landing International CEO Sarah Chung Park said in the release. “Landing and ClearForMe help the customer get more of what they want — and help brands and retailers win in the process.”
A growing number of retailers are aiming to meet consumers’ demands for “clean” beauty products that don’t contain certain ingredients.
For example, Walmart launched an online shop called Clean Beauty March 15 that features products aimed at environmentally conscious shoppers.
The retail giant said the “clean” name comes from the fact that featured products are made without ingredients on its Made Without List (MWL) — which is a lengthy list of chemicals — and that consumers “increasingly desire products without certain ingredients as well as better transparency around what goes into them.”
In February 2022, Novi Connect, a B2B marketplace for sustainable, innovative ingredients and packaging, raised $40 million in a funding round.
Novi Connect CEO and Founder Kimberly Shenk said at the time that the firm’s capabilities “allow our users to make procurement decisions around sustainability more efficiently and with confidence.”
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