By  on May 11, 2018

Sephora is preparing to up its clean beauty game. The retailer, which is turning 20 this year, is expanding the category with Clean at Sephora, an initiative aimed at increased transparency with customers about the ingredients present in their favorite products.

The campaign, launching June 1, will feature products formulated without SLS, SLES, parabens, formaldehyde, phthalates and mineral oils. Sephora has identified more than 50 qualifying brands and 2,000-plus qualifying stockkeeping units as part of the initiative, which chief merchandising officer Artemis Patrick said was inspired by client demand.

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