A selection of hero products from Barneys New York's Conscious Beauty category.

Barneys New York is jumping on the clean beauty bandwagon.

The retailer has announced the addition of its “Conscious Beauty” category, a curated assortment of clean and natural makeup, skin and hair care as well as ingestible beauty supplements.

Barneys New York customers are increasingly looking for clean beauty products with scientifically proven results,” said Jennifer Miles, vice president and divisional merchandise manager of cosmetics at Barneys New York. “Recognizing this growing interest in wellness, we are excited to introduce ‘Conscious Beauty’ products that can make [customers] feel beautiful from the inside out.”

While many of the brands found in the “Conscious Beauty” category have been sold at Barneys New York, the introduction of the category is meant to make it easier for customers to find natural and clean products. The category includes 17 brands, like Kjaer Weis, Rodin and Nuori, and exclusives from Grown Alchemist, Rejuvenated and Pure Elixir.

Barneys New York joins a long list of retailers, like Nordstrom, Bloomingdale’s and Bluemercury, among others, that have launched dedicated natural or clean beauty categories within their beauty departments in the last year. What differentiates Barneys’ version, according to the retailer, is its wide range of options and focus on ingestible beauty.

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“We’ve recognized this growing trend and see that beauty is more and more becoming part of overall wellness,” Miles continued. “Some other retailers have natural brands, primarily in the skin-care space, but ‘Conscious Beauty’ encompasses a wide range of clean products, making it easy for customers to discover a range of brands and new products that fit in their lifestyle.”

To celebrate the launch of the category, Barneys New York is holding a series of events at its Madison Avenue flagship throughout March and April starting on March 3. The events will feature educational demonstrations, treatments and personal appearances, the first being WelleCo founder and model Elle Macpherson.

Barneys New York will also be bringing its “Conscious Beauty” category to its restaurants with drinks and food using Moon Juice Dust supplements.

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