Naturally Serious launched with a portfolio of 7 made-without skin care products. And the brand has repackaged the made-without concept, describing the formulations as “free of B.A.D. ingredients (Banned, Ambiguous, Debatable) that researchers and consumers recognize as potentially harmful: parabens, phthalates, preservatives, PEG, formaldehyde, petrolatum, mineral oil, sulfates, silicones, drying alcohols, artificial colors and artificial fragrances,” according to a media release about the Sephora launch.
“We are who we say we are,” CEO June Jacobs tells the press.
“Naturally Serious checks every box and is cleanly and ethically developed,” she says in the media release. “Our target consumers are skin-conscious, socially responsible, and results driven—and demand the same from their skin care products. As such, we are thrilled to have Sephora as our exclusive retail partner, and at launch will be included in their Clean at Sephora offering.”
Two in one
“When we set out to develop this brand, we found that most skin care fell into one of two categories: natural or clinical,” explains Rochelle Jacobs, the brand’s managing director.
“We wanted to create something unique at the intersection of both that was still approachable and affordable,” she says, adding, “we're thrilled to be included in Sephora's new clean category to make shopping for clinical and natural products that much easier.”
Seven in all
The brand’s first 7 products comprise a cream cleanser, peel pads, a serum, an anti-pollution repair cream, an eye cream, a plumping mask, and a lip serum.
All of the products are formulated with “a patented, clinically tested Anti-Pollution Blend of 6 anti-oxidants (pomegranate, goji berry, grape seed, green tea, red tea and white tea) that outperforms other widely used naturals to combat visible signs of aging and skin damage caused by UV rays, pollution, free radicals and other environmental aggressors,” according to the media release.
They also include what the brand describes as an “Active Rescue Complex” made up of edelweiss, imperatoria, swiss stone pine and Actives International's ViaPure Coleus (which promises to improve the lipid barrier).