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Brandless branches into beauty, personal care


SAN FRANCISCO — Online store Brandless, which launched in July with a portfolio of private-label product all sold for $3, is expanding its offerings with a foray into beauty and wellness. The company detailed its latest effort, the Brandless Beauty and Wellness Collection, in a blog post on its website, noting that the product line was aimed at “making clean beauty accessible to everyone.”

“Just like with everything else we do, we created this this collection with the filter of ‘just what matters.’” Brandless CEO and co-founder Tina Sharkey wrote on the Brandless blog. “We banned 400+ potentially harmful ingredients and replaced them with plant-based powerhouses like aloe, citrus and green tea. We formulated non-GMO vitamins and sourced organic cotton feminine hygiene products. Better for you. Better for everyone.”

The product line, which includes facial cleanser, body wash, shampoo, shave gel, body wash and lotion, is free of sulfates, phosphates and parabens, and are cruelty-free. Other products launched Wednesday include an assortment of vitamins and supplements, including men’s and women’s multivitamins; such menstrual products as organic cotton tampons and pads and panty liners with organic cotton top sheets; organic cotton swabs and balls and lip balm, among others.

In keeping its products free of harmful ingredients, Brandless is in-step with such major retailers as CVS Pharmacy, which has committed to removing phthalates, parabens and common formaldehyde donors from roughly 600 of its personal care product. These efforts are in line with consumer attitudes, with recent Label Insight data showing that 68% of American consumers would pay more for food and beverages that don’t have ingredients they perceive to be bad for them. Besides delivering on transparency and on price — like all Brandless products, the new offerings cost $3 apiece — the company is leaning into a diverse consumer base, launching products that can be used a wide swath of consumers. 

“We also put a lot of thought—and love—into making our Beauty and Wellness Collection for everyone,” Sharkey wrote. “We made sure our products work on every type of skin and every type of hair. We chose gender-neutral (but really nice) scents like green tea and aloe, grapefruit, and citrus bergamot. We created a collection of basics you can afford and love, no matter who you are and how you define beauty.”

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