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The most surprising places you can now find natural beauty products


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It used to be that your only option to find non-toxic beauty products was to keep up with an ever-changing patchwork of cool-girl boutiques selling the good stuff IRL and online. (And let’s face it, being trendy is exhausting.)

But now? You can walk into your nearest Target to pick up a 24-pack of toilet paper and leave with a new tube of W3ll People’s cult-fave, chemical-free mascara.

And that’s not the only surprising store that now carries all-natural standouts: Indie brand Herbivore Botanicals sits among the choker necklaces at Urban Outfitters, while earlier this year Nordstrom unveiled 46 in-store pop-ups that solely promote its clean beauty selection. Even megachains like CVS are upgrading their skin-care game with non-toxic options (and they’re carrying more than just Dr. Bronner’s).

It’s pretty groundbreaking, considering that cutting sketchy ingredients from your daily regimen used to be harder than nabbing your fave spot in spin class. Brands clearly are noticing all the careful label-reading you’re doing. (We did predict that cleaner beauty aisles would be a 2017 wellness trend, after all.)

Top natural brands that are as accessible as, say, Estee Lauder? Talk about a win for the revolution.

Keep reading for 6 places you probably never thought you’d be able to stock up on natural skin-care essentials—but now can.

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Target

It’s no longer just your go-to for loading up on utilitarian stuff like, say, a new broom or a pack of batteries—you can also get your non-toxic beauty picks there too. The bull’s-eye retailer stocks clean brands like Acure Organics, S.W. Basics, Weleda, and numerous others. And that list is growing; just last week, Honest Beauty announced that it would be rolling out its line (cult-fave Magic Balm included) at Target stores starting this weekend.

According to a Target spokesperson, customers are increasingly conscious about reading labels, particularly when it comes to skin care—and as a result, the retailer is constantly on the lookout for new brands. Plus, the company has been putting its money where its mouth is with the Made to Matter program, which invests in natural and sustainable products on the reg.

Buzzy buy: W3ll People Bio Brightener Stick, $29

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Nordstrom

The department store with the killer shoe selection has always had a sizable cosmetics and skin-care selection, but these days non-toxic options are getting more than just counter space. In January Nordstrom rolled out 46 in-store outposts that highlight its collection of better-for-you brands (they deserve to stand out, after all).

“We’ve long offered a small curation of natural beauty brands in our stores and spas, but have seen an increased interest in the category from customers and influencers who are very invested in what they put on and into their bodies,” says MaryNell Maddox, Nordstrom’s national beauty director. Expect major players like Tata Harper and RMS Beauty alongside more indie brands like Youth to the People and Farmaesthetics.

Buzzy buy: Herbivore Botanicals Pink Clay Exfoliating Mask, $22

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CVS

You may think of your local drugstore as a last resort for an on-the-go makeup run, or the place you’ll hit up late at night if you run out of acne spot cream. But CVS has been busy cleaning up its wellness game. In addition to carrying Justin’s almond butter and Vega’s plant-based protein powders, the ubiquitous chain is now stocking brands like Yes To, Dr. Bronner’s, and Alba Botanica as well.

“Over the past three years, we’ve more than tripled the number of non-toxic and alternative beauty and skin-care products available at CVS Pharmacy, with brands such as Burt’s Bees and our very own Promise Organics line,” says Alex Perez-Tenessa, vice president of merchandising.

Buzzy buy: Burt’s Bees Lipstick in Suede Splash, $9

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Amazon

Amazon has cultivated its reputation as a one-stop virtual mega-shop—and that includes your natural beauty needs.

The stats show that consumers are increasingly shopping for skin care and makeup online, and, according to an Amazon spokesperson, the e-commerce giant sees itself as uniquely positioned to reinvent that experience. You can find a robust selection of natural highlighters from popular as well as cult fave clean beauty brands from Rituel de Fille to Vapour Organic Beauty (just watch out for those unauthorized sellers).

So, yes: You can Amazon Prime your clean mascara (in between episodes of Transparent).

Buzzy buy: 100% Pure Mascara in Blackberry, $29

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Sephora

Sephora might be the first place that comes to mind when you think of a beauty store, but it wasn’t always an option if you were on the hunt for non-toxic skin-care or makeup. Around the time it started carrying natural brand Drunk Elephant in 2014, the boutique chain began expanding its selection of more natural products—which means that you can now rack up those Rewards points while stocking up on Ilia illuminators or Kari Gran lip tints.

“Clean brands like Youth to the People and Kopari have an enthusiastic following among our clients,” says Priya Venkatesh, vice president of skin and hair merchandising at Sephora. “We’ll continue to highlight these brands on a dedicated natural beauty page on our website so our clients can find the products that work best for them.”

Buzzy buy: Tata Harper Illuminating Moisturizer, $85

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Photo: Instagram/@urbanoutfitters
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Urban Outfitters

Yes, Urban Outfitters has all the reworked vintage T-shirts and flannel print you could ever ask for, but the retailer is also a major player in the beauty department.

These days, its skin-care products include indie brands like Cosmos, Aquarian Soul, and Meow Meow Tweet (which totally match that whole hipster aesthetic). Clearly, it’s a winning combination for Urban Outfitters, considering that sister store Free People has gotten into the natural game, too.

Buzzy buy: Frank Body Coffee Scrub, $18

If you’re new to clean skin care, these are 6 things you didn’t know about your beauty products (but should)—and the essentials Drew Barrymore swears by