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QVC, HSN, Introduce Clean Beauty Seal

The initiative denotes brands whose products have been deemed clean by the retailers' standards.

QVC and HSN are jumping on the clean beauty bandwagon.

Qurate Retail Group’s multiplatform brands are introducing the Clean Beauty Seal, an initiative to denote brands whose products have been deemed clean by the retailers’ standards.

As of today, seven brands in two categories — skin care and makeup — have been given the Clean Beauty Seal, including Josie Maran, Alpyn Beauty, Dr. Dennis Gross, Lashfood and Browfood on QVC, Fountain of Truth and Dr. Roebuck’s on HSN and Bare Minerals with both retailers.

“It’s important to us to help the customer navigate a complicated category,” said Rob Robillard, vice president of beauty merchandising for QVC and HSN. “[Consumers] are increasingly looking for products without ingredients of concern. We believe in transparency and making sure we provide great information and education to help her understand which brands we sell on the network formulate without the ingredients she’s most concerned about.”

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Brands awarded the Clean Beauty Seal are formulated without sulfates, parabens, formaldehyde-releasing agents, phthalates, petrolatum, mineral oil, coal tar, hydroquinone, triclosan, triclocarban, aluminum and talc. Also absent from Clean Beauty Seal products are chemical sunscreens and more than 1 percent concentrations of synthetic fragrance. All products are cruelty-free.

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Robillard leaned on his own experience to develop the Clean Beauty Seal protocol — he formerly ran Sensible Organics, an organic product manufacturer — along with the help of customer surveys.

The Clean Beauty Seal program is a small group of brands thus far, but Robillard expects it to grow as more brands submit documentation for approval. He also sees room to seek out new labels for QVC and HSN already following the clean beauty protocol.

This is just the latest example of a mainstream retailer rolling out a substantial clean beauty initiative. Last year, Sephora introduced its Clean at Sephora campaign, with more than 50 qualifying brands and more than 2,000 stockkeeping units.

The Clean Beauty Seal is to officially launch Tuesday on-air on QVC, with Bare Minerals presenting the day’s Today’s Special Value deal, the Power of Good Deluxe Original Foundation six-piece kit, $59.94.