Over the past 15+ years, the natural beauty company has built a reputation for clean and ethical products and practices; the market for which continues to grow. “To meet the growing consumer demand for clean and clear everyday protection, natural beauty innovator MyChelle is expanding its top-rated Sun Care collection,” the company says in a media release announcing the line extension.
MyChelle has launched three new sun care products on its own e-commerce site and at select Whole Foods: two zinc oxide sunscreens and a rehydrating spray.
Sun Shield Clear Spray SPF 30, is a spray-on sunscreen made with 12% zinc oxide, water, and a dozen other inactive ingredients: bentonite, butyloctyl salicylate, caprylhydroxamic acid, caprylyl glycol, carthamus tinctorius seed oil, cetearyl alcohol , coco glucoside, glycerin, heptyl undecylenate, jojoba esters, methyl dihydroabietate, triethyl citrate, and vanilla planifolia fruit extract.
The new Sun Shield Clear Stick SPF 50 contains 17% zinc oxide and these: beeswax, bisabolol, butyrospermum parkii, calophyllum tacamahaca seed oil, cannabis sativa seed oil, euphorbia cerifera wax, jojoba esters, octyldodecyl olivate, oryza sativa bran oil, oryzanol, persea gratissima oil, simmondsia chinensis seed oil, theobroma cacao seed butter, tocopherol.
And the company’s after-sun moisturizer Cucumber Cooler Soothing Spray is formulated with Aloe and other calming ingredients.
MyChelle’s product formulations and manufacturing take into account the full lifecycle of the product, from sourcing to post-consumer.
The sunscreens are labeled “reef safe.” That and other environmentally conscious initiatives are key to the company’s vision. “MyChelle was one of the first cosmetic manufacturers to reject marine-toxic ingredients including: oxybenzone, octinoxate, butylparaben, retinyl palmitate and 4-methylbenzylidene camphor,” explains the company press release.
And the company boasts that all its sun care products are reef safe, biodegradable, and packaged in fully recyclable containers.
The company takes a measured approach to science and regulations also.
As noted in the media release about this latest line extension, “MyChelle follows the EU definition of non-nano—the primary particle size is greater than 100nm—and is certified non-nano through two independent laboratories.”
The MyChelle sunscreens are physical sun screens; something that appeals to consumers apprehensive about skin-penetrating active ingredients. The SPF products are tested “to ensure an even, clear application resulting in 100% reflective, photostable mineral protection,” explains the release.