Since Clean Beauty evolved into more than a buzzword, meeting clean beauty standards has become the norm. As we previously discussed on the blog, Clean is an unregulated term that may have different meanings. However, today, many top retailers, like Sephora, Ulta, Whole Foods, and Credo, have put forth their clean beauty guidelines. Therefore, your “clean” formulation has to meet those requirements to reach their shelves.
Understanding clean beauty standards at the outset is paramount, as starting your formulation with these guidelines can save time, money, and frustration. Compliance impacts everything from ingredient selection and testing to packaging and ethical sourcing. Retailers have specific requirements, and failing to meet them can result in rejection or costly reformulations. Therefore, being informed lets you position your brand to succeed in the competitive, clean beauty space.
Let’s break down the clean beauty standards of leading retailers and why they matter.
Sephora
Sephora’s “Clean at Sephora” initiative focuses on products free of over 50 questionable ingredients, including parabens and sulfates. Brands are given up to a year to adapt to new standards, allowing time to update formulations.
However, Sephora’s standards are less stringent than others. They allow ethoxylated ingredients with testing requirements and permit certain animal-derived ingredients like beeswax. For brands starting, these lenient guidelines may offer a good entry point into clean beauty.
Ulta
Ulta offers a more structured framework with five categories:
Clean Ingredients – Excludes harmful components like formaldehydes.
Vegan – Prohibits all animal-derived materials.
Cruelty-Free – Requires third-party certification.
Sustainable Packaging – Must use 50% or more recycled or refillable materials.
Positive Impact – Encourages charitable or environmental contributions.
Ulta’s multi-faceted approach allows brands to target specific niches within clean beauty. Unlike Sephora, Ulta demands third-party verification for cruelty-free claims but does not mandate organic certifications.
Whole Foods
Whole Foods’ “Beyond Clean Beauty” standard is rigorous. Only products meeting its strict ingredient criteria can be sold in-store. Prohibited components include synthetic fragrances and ethoxylated compounds.
Additionally, reputable organizations like USDA or NSF/ANSI 305 must certify organic claims. This emphasis on transparency and strict ingredient guidelines makes Whole Foods a leading retailer in clean beauty.
Credo
Credo sets the gold standard for clean beauty with its “Clean at Credo” program. The retailer bans over 2,700 ingredients, over two times the amount banned in Europe, including ethoxylated compounds and animal-derived materials like beeswax. Ethical sourcing and sustainability are non-negotiable; brands must prove their compliance through third-party certifications.
Credo’s comprehensive requirements make it the most challenging but rewarding retailer to work with, offering unmatched credibility in the clean beauty market.
Why Retailer Compliance is Key
Formulating without retailer standards in mind can lead to delays, costly reformulations, and missed opportunities. Starting with compliance ensures your product is shelf-ready and positions your brand as a trusted player in the clean beauty space. Whether you’re targeting Sephora, Ulta, Whole Foods, or Credo, knowing their expectations is the foundation of success.
Partner with Freelance Formulations For Your Clean Beauty Line
Navigating clean beauty standards can be overwhelming, but you don’t have to do it alone. Freelance Formulations specializes in creating retailer-compliant products tailored to your goals. From ingredient selection to certification support, we’re here to help you launch with confidence.
Ready to bring your vision to life? Contact Freelance Formulations today, and let’s create something extraordinary.
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