Company News, New Products

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.
 

Keep up with the story. Subscribe to the Happi free daily
newsletter

Related Breaking News