If you use social media, you’ve probably seen your fair share of #cleanbeauty videos. The clean girl makeup look you’ve always dreamed of may be a little easier to achieve.
In an effort to reach shoppers where they are, Walmart announced Clean Beauty, an online shop with more than 900 products aimed at eco-conscious shoppers.
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The retail giant has compiled a list of more than 900 products that are free of potentially harmful ingredients on the organization’s Made Without List (MWL). The list was created after reviewing state and federal regulations and expert opinion from the Environmental Defense Fund, according to a Walmart release. The list includes chemicals such as formaldehyde and his PFA.
“We’ve worked to make our clean beauty standards best-in-class,” said Clayton Kuiper, Walmart’s vice president of beauty. “In the end he was able to register over 1,200 materials with MWL.”
Walmart claims the launch is a direct response to consumer demand. The hashtag #cleanbeauty currently has 5.9 million views on Instagram and 1.4 billion views on TikTok. While there is no single way to define clean beauty, it generally refers to beauty products that are free of harsh chemicals that can be harmful to the people who use them.
Currently, only 11 cosmetic ingredients are prohibited by the Food and Drug Administration in the United States. For comparison, more than 1,300 ingredients are banned in the European Union.
Last year, the Safer Beauty Bill Package was introduced to Congress. If passed, it would codify legal definitions of terms such as “natural” and “naturally derived” and ban ingredients like those on Walmart’s Made Without List.
But Walmart isn’t just aiming for more natural ingredients with this launch. The company is also committed to making its products an affordable option for everyone. The group reports that 80% of the products sold as clean beauty at Walmart cost less than $10.
“By working closely with our suppliers, we expect the platform to continue to grow each year,” Kiper said. “How we define ‘clean’ will evolve as we regularly evaluate our MWL. The more we learn, the better we can do for our customers.”
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