All aboard the clean-beauty train! As of late, there have been some big steps to make drugstore products cleaner than ever before. Proctor & Gamble recently announced it would disclose what was in its fragrances and Garnier released a new clean beauty line. And now: Unilever is releasing a new natural-leaning brand, called ApotheCare Essentials this month. Great news.
“We saw an opportunity to create a new paradigm in beauty that is inspired by nature, but with a dedication to continuous advancements in science,” says Piyush Jain, Unilever general manger, VP of haircare, and founding member.
“We saw an opportunity to create a new paradigm in beauty that is inspired by nature, but with a dedication to continuous advancements in science.”
It’s just what it sounds like: an apothecary-style brand of 17 personal care products—from shampoos and conditioners to body wash and oil—that ranges from a $10.99 to $12.99, set to be sold in the uber-accessible aisles of CVS stores. While the products aren’t completely natural, the body washes use a coconut-derived surfactant rather than sodium laurel sulfate (SLS, from the Dirty Dozen list) as well as rosemary and sage extracts, which have antimicrobial properties. And none of the shampoos or conditioners contain silicone, which can lead to buildup. The range is also free of parabens and dyes.
All things considered, it’s a big step for such a major corporation. The consumer giant hasn’t launched a new brand in decades, but this one was formulated in less than one year due to the increased demand from consumers for more natural products. Come January 1, ApotheCare will be available on Amazon and Birchbox—definitely a win for those looking to score more natural products at the drugstore.