BEAUTY CARE

Naturally Serious brings its line exclusively to Sephora

BY Gisselle Gaitan

Naturally Serious is bringing its line of clean and ethically made products exclusively to Sephora shelves.

The brand, which uses cutting-edge technology and naturally derived ingredients, announced that its products would be available first on the beauty retailer’s website, then hit physical store shelves in select locations on Aug. 24.

“We are who say we are. Naturally Serious checks every box and is cleanly and ethically developed,” June Jacobs, the CEO of Naturally Serious, said. “Our target consumers are skin-conscious, socially responsible and results driven — and demand the same from their skin care products. As such, we are thrilled to have Sephora as our exclusive retail partner, and at launch will be included in their Clean at Sephora offering.”

Naturally Serious’ seven debut products are free of such banned, ambiguous and debatable ingredients as parabens, phthalates, preservatives, PEG, formaldehyde, petrolatum, mineral oil, sulfates, silicones, drying alcohols, artificial colors and fragrances.

Each of the brand’s multi-action formulas contain a patented, clinically tested, anti-pollution blend of six antioxidants — pomegranate, goji berry, grape seed, green tea, red tea and white tea — that are used to combat signs of aging and skin damage caused by UV rays, pollution, free radicals and other environmental aggressors, the company said.

“When we set out to develop this brand, we found that most skin care fell into one of two categories: natural or clinical,” Rochelle Jacobs, managing director of Naturally Serious, said. “We wanted to create something unique at the intersection of both that was still approachable and affordable. We’re thrilled to be included in Sephora’s new clean category to make shopping for clinical and natural products that much easier.”

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