admin An e-commerce brand, Brandless, that offers personal and household products under one blanket “Brandless” label,” is diving deeper on the personal vertical with a new line touted to promote clean beauty.
“It is now commonplace to apply values filters to the food we eat,” said Brandless co-founder and co-chair Tina Sharkey. “We are now applying similar standards to what we put on our bodies.”
Priced between $4 and $6 flat, the expanded product line consists of vegan makeup brushes; 100% plant-based facial wipes; eye gel formulated with green tea, pomegranate, and caffeine; and rose water facial toner spray.
The flat, and relatively low, price tags are key to Brandless’s strategy. Sharkley said, “Brandless is expanding into new categories with a focused intention on democratizing access to high-quality products at fair prices to help our community have access to the things they are seeking to live their modern lives.”
Keeping the prices low not only attract customers who might want something more artistically pleasing than most drugstore products, but it also makes goods touting to be eco-friendly more attainable by most consumers across income levels.
Founded in 2017, Brandless launched with 115 items available in its digital store, then already advertised to be both health and environmentally-conscious.
The company has since developed to sell more than 350 products since then. Among its offerings contain a whole subsection dedicated to “Non-GMO” food, described to being produced without any synthetic preservatives or flavors; cruelty-, paraben-, and even tree-free personal care products; and dog collars made with hemp and cotton.
Brandless representatives emphasized that the new line is “free of over 400 questionable ingredients, including sulfates, parabens, phthalates, polypropylene and synthetic fragrances.”
This could be just the beginning for a much superior enterprise for Brandless. But they won’t be alone as the beauty industry has seen a revolution in the last few years with a number of new brands capitalizing on clean beauty—or even just familiar beauty products, repackaged and sold with new incentives for consumers.
“There is plenty of room in the $70 billion beauty industry for brands to introduce more clean beauty options like Beautycounter and the brands with the Clean at Sephora seal and more options inspired by their community like Glossier,” said Sharkey. “Our firm belief is that high quality, transparency, simplicity and affordability can all be represented in an edited collection of products that captures the way people want to live today. And everyone deserves that choice.”
Remarking that “our labs never sleep,” Sharkey said that the team has an active roadmap with its next big drop scheduled for this summer.
“Clean beauty is here to stay,” Sharkey adds. “People want better ingredients and transparency around them. The empowered consumer is an informed one.
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