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Women everywhere from housewives to Hollywood stars are embracing a new trend that calls for less makeup and playing up natural features. It doesn't mean no makeup, but beauty products are used subtly to get a natural and glowing look.

No-makeup celebs such as Alicia Keys and Mile Kunis are getting lots of attention. Keys, 35, declared this year that she didn't want to "cover up" any more, and proved her commitment by showing up on the red carpet for the BET Awards last month without makeup.

WASHINGTON -- The U.S. Food and Drug Administration is targeting 19 ingredients found in soaps and body washes, saying they could do more harm than good.

Companies will no longer be able to market antibacterial washes with these ingredients because manufacturers did not demonstrate that the ingredients are both safe for long-term daily use and more effective than plain soap and water in preventing illness and the spread of certain infections. Some manufacturers have already started removing these ingredients from their products.

CINCINNATI -- Procter & Gamble announced Thursday its plans for stockholders to exchange its stock for shares in Coty, which has agreed to buy 41 beauty brands from P&G in a deal valued at $12.5 billion.

GOLDEN, Colo. -- ShaveMOB.com, an online retailer of razor blades for men and women, has acquired 800Razors, a U.S.-based personal care products company.

ShaveMOB.com says the acquisition will drive further e-commerce growth by expanding the company's customer base and brand equity. 800Razors invested millions of dollars in the development of its brand, creating strong relationships with customers and building a media footprint through partnerships with famous athletes, according to ShaveMOB.com.

SAN FRANCISCO -- Beauty retailer Sephora is marking a major milestone by opening its 400th store.

FORT WORTH, Texas -- Cetaphil is marking its fifth consecutive year of its partnership with the Children's Skin Disease Foundation and Camp Wonder, an initiative of the CSDF.

BOLINGBROOK, Ill. -- On the heels of posting another quarter of fiscal results above investor expectations, Ulta Beauty has scored a retail partnership with a big skin care brand.

Starting Sept. 1, Proactiv will be available to Ulta Beauty guests in select stores and nationwide online at ulta.com. Ulta Beauty will be the exclusive beauty retailer of Proactiv at the time of the launch.

While Sephora and Ulta duke it out for a greater share of the mainstream beauty market, Credo is elevating the beauty experience with clean, natural products, beautiful packaging and just the right amount of service without seeming intimidating or out-of-touch. 

Yahoo News asked Credo’s founder Shashi Batra for a crash course on what makes the store so special.