By  on April 20, 2018

L’Oréal is introducing a new brand — one that it built, rather than bought.

Sustainable beauty brand Seed Phytonutrients, which officially launched today, was incubated start-up style by a team of L’Oréal employees led by one of the company’s general managers. The group is fully funded by L’Oréal, but sits separately from the larger organization, splitting time between a co-working space in Manhattan’s Chelsea and a storefront office in Doylestown, Pa.

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