Brandless Expands To Clean Beauty Market

Online retailer Brandless has expanded its offerings in its clean beauty product line.

Launched in 2017, Brandless is an online platform where everything is off-brand, and it all costs $3 or less. It offers food products (canned goods, snacks, sauces, coffee), housewares (can openers, corkscrews, kitchen knives), cleaning supplies (dish soap, all-purpose cleaners, health and beauty products, toothpaste, hand soap) and office supplies. The company even opened a pop-up store for a limited time in Los Angeles last month.

Now, according to Fast Company, the company has a clean beauty collection. The line is free of sulfates, dyes, parabens, formaldehyde, synthetic fragrances and nearly 400 other possibly harmful elements. Included is a full range of skincare items, such as face wash and scrub, moisturizing cream, body butter and lip balm.

“Brandless believes in better transparency and clarity around what we put in and on our bodies, and that higher standards shouldn’t mean higher price points,” said a spokesman to Fast Company.

The beauty line is offered in scents like green apple, grapefruit, coconut and mint. There’s also a collection of grooming tools for sale, including an eyelash curler, cuticle nipper, nail clipper, stainless-steel slanted tweezers and double-ended sharpener.

Brandless isn’t the only retailer getting in on the clean beauty action. Retail Dive reported that  Target unveiled a new chemical strategy last year, “promising increased transparency and healthier, more natural products. The company also pledged that it will list each ingredient in all owned and national brand products” … including those in “fragrance, beauty, baby care, personal care and household cleaning categories—by 2020.”

In addition, Sephora announced Clean Beauty, a curated space free of ingredients such as sulfates, parabens, formaldehyde and others. The section already has 50 brands participating.

And retailers such as Walmart, Anthropologie and Barneys have been quick to add a number of clean beauty products to their shelves.