Starting this week, you might notice a bright green icon while strolling through our beauty aisles or shopping on Target.com. That’s our Target Clean icon, letting you know the product is formulated without a group of commonly unwanted chemicals that can be found in products we use regularly. The best part? Target has nearly 4,000 products that qualify for Target Clean in the beauty and personal care aisles from guest-favorite brands like Harry’s, Pacifica, Red Earth, S.W. Basics, Smartly, Up & Up, Versed, Yuni and more. It’s just another way we’re making it easy to find and discover products that best fit your beauty and personal care needs.
“We introduced the Target Clean symbol earlier this year in household essentials and baby and we’ve had many guests tell us that it’s made their shopping trips easier. That’s why we are excited to introduce the Target Clean icon to the beauty department,” said Christina Hennington, Target’s senior vice president, general merchandise manager, essentials, beauty, hardlines and services. “Now, guests can easily shop for skin care, hair care, cosmetics, oral care items and more that are formulated without a group of commonly unwanted chemicals they may not want included in their daily beauty routines.”
The chemicals in question? Phthalates, propyl-parabens, butyl-parabens, sodium laureth sulfate (SLES) and other ingredients guests may not want in their beauty and personal care products. Target Clean is just one part of a group of 14 beauty and personal care Wellness Icons that help identify key attributes such as whether a product is cruelty free, non-toxic, plant-based, vegan, dye-free and more.
It’s the latest step forward in achieving our chemical goals, one of which is to improve our beauty, baby care, personal care and household cleaning categories by formulating products without phthalates, propyl-paraben, butyl-paraben, formaldehyde, formaldehyde-donors or NPE’s by 2020.
Shop Target Clean-certified beauty products in Target stores and online at Target.com!