Brandless expands beauty assortment

Brandless on Tuesday announced the expansion of its "Clean Beauty & Personal Care" line, which bans more than 400 potentially harmful ingredients, including sulfates, parabens, phthalates, polypropylene, formaldehyde and synthetic fragrances and are 100 percent cruelty free, (never tested on animals).

New "clean" items include facial toner, facial scrub, night cream, foot cream, coconut body butter, coconut lip balm and new scents green apple, grapefruit, coconut and mint, according to a company press release emailed to Retail Dive.

The consumer products e-retailer, which prices all items at $3, has also introduced its first beauty and grooming tools, including a carbon steel eyelash curler, cuticle nipper, nail clipper, nail files, tweezers and a double-ended sharpener.

That Brandless has a line dedicated to a "clean" approach to beauty and personal care is a testament to the difficulty of developing such products.

That is, the toxins that Brandless has eschewed for this assortment are what make such products easier to use, more palatable or even more effective, and remain in other products it sells.

It's a challenge because such chemicals help lotions feel and smell better or extend their shelf life.

Indeed, without many of the chemicals on Brandless's list of 400, it can be hard...

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