Sephora's Natural Beauty Selection Is High-Key Amazing—These Are Our Favorites

Shopping at Sephora just got easier if you care about clean ingredients in your products. Last month, Sephora launched its Clean at Sephora Campaign after hearing back from consumers who wanted it to be more apparent which products were natural or not when shopping. The true question is: What does “natural” even mean? The term is used so loosely nowadays, so Sephora decided to coin their own definition. Products that qualify to be in their clean program are free of harsh chemicals like surfactants, parabens, formaldehyde, phthalates, musks, or mineral oil. And each product can only contain less than 1% synthetic fragrances.

We know over 60% of women that buy beauty read the label before they do, and over 54% want to know if it’s natural or clean and what ingredients are in there,” Artemis Patrick, Sephora’s chief merchandising officer at Sephora, told WWD. “It’s not about whether it’s good or it’s bad, it’s about being transparent.” Simply look for Clean Beauty seals at Sephora where these products will be grouped together. And keep an eye out for our favorite natural beauty brands below.