Our favorite red bullseye is getting a makeover. Starting this week, you may notice a green Target symbol, their latest Clean icon, instead of a red one while shopping the store’s beauty and personal care aisles, an indicator that the product—there are currently almost 4,000 that qualify for this seal—is formulated without a group of unwanted chemicals, making shopping for green, clean beauty so much easier.
The chemicals on this no-no list: Phthalates, propyl-parabens, butyl-parabens, sodium laureth sulfate (SLES) and other ingredients shoppers may not want in their beauty and personal care products.
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If the green seal looks familiar to you, it’s because you’ve likely seen it while browsing other aisles. “We introduced the Target Clean symbol earlier this year in household essentials and baby and we’ve had many guests tell us that it’s made their shopping trips easier,” says Christina Hennington, Target’s senior vice president, general merchandise manager, essentials, beauty, hardlines and services on the thought behind bringing the seal to the beauty aisles.
“Now, guests can easily shop for skin care, hair care, cosmetics, oral care items and more that are formulated without a group of commonly unwanted chemicals they may not want included in their daily beauty routines,” she adds.
However, Target’s Clean icon isn’t the only helpful icon you’ll find in stores; it’s one of 14 existing Wellness Icons that help shoppers navigate the store, flagging products that are everything from cruelty-free, fragrance-free, non-GMO, plant-based or dye-free.
Some popular brands you’ll find sporting the fresh Clean seal? Harry’s, Pacifica, Red Earth, S.W. Basics, Smartly, Up & Up, Versed and Yuni. You can shop the full collection of Target Clean-certified beauty products both online and in-store.
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