Beautycounter announced its launch into the fragrance category — setting a new standard for clean fragrance with the launch of Clean Eau De Parfum.
Founded with the mission of getting safer products into the hands of everyone, Beautycounter and its community have been working tirelessly for the last decade to influence legislation and update laws. To date, the brand has influenced the passage of 16 state and federal clean beauty laws.
Beautycounter is focused on closing what is known as the “fragrance loophole”, a legal provision dating back to the 1970s that allows companies to legally hide dozens to hundreds of ingredients used to make a scent under generic listings such as “fragrance” or “parfum.” Simultaneously, research shows the presence of potentially harmful ingredients in traditional fragrances. The current industry practice prevents consumers from being informed about what they’re putting on their bodies. Beautycounter’s new collection of five clean fragrances features ingredient transparency, showcasing long ingredient lists for consumers to review.
“Whenever asked for a piece of advice on how to navigate the personal care market, I have always recommended that people shop fragrance-free. Many of the most offensive chemicals are found in fragrance.” Gregg Renfrew, Founder & CEO of Beautycounter stated. “I think it is our right and our responsibility to give people safer solutions that they are confident wearing. I am proud that Beautycounter is launching a collection of beautiful scents, screened for safety, and am energized to continue to build on our history of disruption to create a higher industry standard, and most importantly protect the health and safety of more people.”
Beautycounter Clean Eau De Parfum consists of 5 fragrances: Miles Away, Sun Spill, Hyper Rose, Second Skin, and Pacific Dreams. The collection will be available for purchase through Beautycounter.com, in Beautycounter brick and mortar stores, and through their community of independent Advocates.
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