Bluemercury Is the Latest Beauty Store to Jump on This Bandwagon

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One of the fastest-growing segments in the industry, natural beauty is taking over, and companies are taking notice (Target just unveiled a big expansion into naturals last month). The latest brand to join the club: Bluemercury, which announced today that it has plans to increase its natural beauty footprint across 28 locations nationwide. 

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This new initiative will include an assortment of both well-known and niche brands, such as Indie Lee, One Love Organics, Juice Beauty, OSEA and Raw Is Everything. The company is also testing a larger program within six of these locations (Corte Madera, CA; Westport, CT; Union Square, NY; West Village, NY; Sea Girt, NJ; and Larchmont, CA) that will house separate in-store fixtures for all available products that are free of harsh chemicals and preservatives.

Bluemercury’s cofounder and CEO, Marla Beck, launched her own “healthy beauty” makeup line in 2015, Lune+Aster, so she knows a thing or two about good-for-your-skin products and what women are looking for. Shopping for products that women can feel good about (and safe) using is quickly becoming easier than ever.

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