Target is launching a new bright green version of its iconic bullseye logo -- the Target Clean icon, to highlight clean beauty products in its stores and on its website.
The new Target Clean Icon is designed to signify clean-certified beauty products, which are formulated without a group of commonly unwanted chemicals. The ingredients that aren't found in the products highlighted as Clean-Certified at Target include phthalates, propyl-parabens, butyl-parabens, and sodium laureth sulfate (SLES).
There are nearly 4,000 products that qualify for Target Clean in the retailer's beauty and personal care aisles. Brands include Harry’s, Pacifica, Red Earth, S.W. Basics, Smartly, Up & Up, Versed (shown above), Yuni and more.
“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. That’s why we are excited to introduce the Target Clean icon to the beauty department,” said Christina Hennington, Target’s senior vice president, general merchandise manager, essentials, beauty, hardlines and services.
Hennington continues, “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.”
Target Clean is just one part of a group of 14 beauty and personal care Wellness Icons Taregt now uses. Others include cruelty free, non-toxic, plant-based, vegan, and dye-free.
Target says the Clean Icon is its latest step in achieving its Chemical Goals, one of which is to improve its beauty, baby care, personal care and household cleaning categories by formulating products without phthalates, propyl-paraben, butyl-paraben, formaldehyde, formaldehyde-donors or NPE’s by 2020.