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- Target has made a massive effort to bring on clean, natural, sustainable, or otherwise eco-friendly brands in recent months across the beauty and personal-care departments.
- Now, it’s easier than ever to find products and ingredients that are safe for people and the planet — like the COSMOS-certified skin care from Grace + Tonic, the recycled and recyclable packaging from Love Beauty and Planet, and the botanical-based beauty products from W3LL People.
- Through Target’s partnerships with these brands, I’ve found my new favorite toothpaste (from Hello), non-wasteful period products (from Rael and Saalt), and even a natural deodorant that actually works (from Meow Meow Tweet).
I’m a mere mortal: I can’t walk into a Target (or click around Target’s website) without buying approximately 17 things I don’t need. I usually feel a little bit of remorse after overloading my cart, but lately, my Target shopping sprees have been totally guilt-free. Why? Because the retailer has made a massive effort to bring on clean, natural, sustainable, or otherwise eco-friendly brands in recent months — so I can feel good about my impulse purchases for once.
Nowhere is this switch more apparent than in Target’s beauty and personal-care departments. The categories of skin care (Versed, Grace + Tonic), toothpaste (Hello), and even feminine hygiene (Rael, Saalt) have all seen an infusion of ethically made products boasting ingredients that aren’t only healthier for people, but are healthier for the planet, too.
"The new green beauty customer is trying to buy more responsible beauty products," Suzanne LeRoux, the founder of Grace + Tonic Botanical Beauty, sold at Target stores nationwide, tells Business Insider. And while high-quality natural ingredients have traditionally translated to higher price tags, LeRoux and Target are on a mission to change that misconception. "Our goal is that the next time you go to buy green beauty products, you can make a more informed decision quickly and easily, and buy luxury green beauty at attainable prices," she says.
Consider it the new "triple threat" — safe ingredients, sustainable packaging, and accessible pricing. Ahead, discover nine new Target brands making it easier than ever to make eco-friendly choices.
Did you know that in Europe, over 1,300 potentially harmful chemicals are banned from cosmetics? In the United States, that number is just 11. When the makers of Versed, a new clean skin-care brand carried at Target, learned about the somewhat lax regulations in the US, they set out to do something about it. "We formulate to EU standards, avoiding over 1,300 chemicals of concern in our products," Melanie Bender, the general manager of Versed, tells Business Insider. "We’re also vegan, certified cruelty-free, and don’t use added fragrances and colors — all in direct response to what our community is asking for."
The ingredients in Versed’s products (the Day Dissolve Cleansing Balm is my personal favorite) aren’t all natural, but they are all proven safe for the skin and body. "Not all natural ingredients are good for your skin — like poison ivy — and not all synthetic ingredients are bad for your skin — like hyaluronic acid — so our ‘no list’ is informed by what the leading regulatory bodies are doing and what’s important to our community," Bender explains.
In addition to clean, safe formulations, Versed offers sustainable packaging. "As a brand, we’re committed to helping reduce the flow of packaging waste to landfills," says Bender. 92% of the brand’s bottles, tubes, and boxes can be recycled — and there’s a handy recycling guide for every product available on VersedSkin.
Products to try:
- Versed Booster With Hyaluronic Acid Facial Treatment, $19.99
- Versed Day Dissolve Cleansing Balm, $17.99
Love Beauty and Planet
Personal-care company Love Beauty and Planet is all about the little things, like their "#smallactsoflove" initiative. By making small tweaks to the sourcing, formulating, and design processes for its products (which include hair care, deodorant, and even dish soap), it cuts down on waste in more ways than one.
For starters, every bottle is made from 100% recycled materials, and can be recycled (by you) once they’re empty. The ingredients used are ethically sourced and organic; and while that’s great for your skin and hair, it’s also great for the fair-wage workers that harvest said ingredients. Finally, Love Beauty and Planet’s hair-care products feature something they call "fast-rinse technology," which means you can take shorter showers and save water. See? The little things add up.
Products to try:
- Love Beauty and Planet Shea Butter & Sandalwood Hair Care Collection, $8.99
- Love Beauty and Planet Rosehip & Patchouli Body Wash, $6.99
It seems everybody is jumping on the "clean beauty" bandwagon — but for me, it’s just as important to adopt clean personal-care products, too. Like toothpaste, for instance. This product may be an afterthought for some, but lots of traditional formulas feature less-than-natural ingredients and potentially harmful chemicals, like parabens and peroxide. That’s where oral-care brand Hello comes in.
"Our products are free of artificial flavors, artificial sweeteners, dyes, SLS/sulfates, parabens, microbeads, triclosan, and peroxide," Craig Dubitsky, the founder of Hello, tells Business Insider. Instead, Hello’s toothpaste is formulated with "naturally friendly and effective ingredients." Its Activated Charcoal Whitening Toothpaste (my top choice) is a must, since it leaves your mouth feeling fresh and is sourced from sustainable bamboo. "Our products are vegan and cruelty-free, and our pastes and rinses are made in the US," Dubitsky adds.
Products to try:
- Hello Activated Charcoal Whitening Toothpaste, $4.69
- Hello Sensitivity Relief Soothing Mint Fluoride Toothpaste, $5.49
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