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Bluemercury Launches Naturals Program

Select storefronts will feature green beauty brands.

Natural beauty is one of the fastest growing trends in the industry, as we’ve seen with Nordstrom’s anticipated natural-leaning outposts, and Target’s increase in green beauty offerings. Transparency Market Research is expecting the industry to reach $13.2 billion by 2018, and Bluemercury is eager to jump on board. The beauty space rolled out a new naturals pilot program.
Now, across 28 locations nationwide, Bluemercury will increase their natural beauty footprint by introducing a new crop of niche, natural beauty brands to their roster. They are testing a larger program within eight of these locaitons with separate in-store fixtures for all available products that are free of harsh chemicals and preservatives. These stores include – Corte Madera, CA; Westport, CT; Union Square, NYC; West Village, NYC; Sea Girt, NJ and Larchmont, CA.

A snapshot of the new brands that will be sold at Bluemercury include Indie Lee, One Love Organics, Juice Beauty and more.

According to the company, co-founder and CEO Marla Beck is somewhat of an expert in the category, and launched her good-for-you cosmetics brand Lune+Aster after seeing a white space in cosmetics. She noticed that, despite the proliferation of fitness studios, juice bars, vegan restaurants and eco-friendly clothing lines, there was a dearth of harsh chemical and preservative-free makeup on the market. Marla created Lune + Aster as a paraben and phthalate free line, packed with vitamins and made without animal testing, with many skus that are also gluten free and vegan.

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