BEAUTY CARE

Naturally Serious goes green with sustainable packaging

BY DSN STAFF

Naturally Serious, a brand focused on creating cleanly-made, ethically-developed and clinically-tested products, announced that it will be launching locally-sourced, reusable, recyclable or compostable packaging at 40 Sephora stores across the nation.

The brand, which already packages its products in eco-friendly cartons that are derived from a responsibly-managed forest and created with wind power in a carbon-neutral facility, the company said.

“We’ve continued to learn so much from our consumers in the few, short months since we launched. Not only do they care about what they’re putting on their skin, but also how their products are impacting the earth — we do too,” Rochelle Jacobs, the managing director of Naturally Serious said. “As such, we are so excited to further enhance our products to ensure they are really making a difference in sustainable beauty and packaging.”

Naturally Serious’ lineup features a range of seven cruelty-free products are formulated without the use of such banned, ambiguous and debatable ingredients as parabens, phthalates, preservatives, formaldehyde, mineral oil, sulfates, silicones, drying alcohols, artificial colord and artificial fragrances, the company said.

Its full collection is comprised of products that are vegan or vegetarian-formulated, as some contain beeswax, and features a blend of six antioxidants — pomegranate, goji berry, grape seed, green tea, red tea and white tea — that help combat visible signs of aging and skin damage caused by UV rays, pollution and free radicals.

Naturally Serious is part of Sephora’s Clean at Sephora initative, which spotlights brands that adhere to strict and clean standards.

The brand’s products are currently available for purchase at select Sephora stores and online, with prices ranging from $16 to $56.

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