Walmart Adds Another Clean Beauty Brand

Walmart rolled out a second exclusive, clean skincare line in October.Dubbed Cleen Beauty, the brand’s initial lineup of 14 products is priced under $10 and formulated with cruelty-free, vegan and generally non-synthetic ingredients. The brand boasts of its U.S.-based manufacturing and positions itself as inclusive.In stores, Cleen products are merchandised on a display positioned either in-line or an an endcap near Walmart’s other clean beauty exclusive brand, Earth to Skin, which launched in August. Both brands reflect the retailer’s efforts to bring better product formulas to the masses and “democratize” beauty.Online, the brand enjoys its own website that links to a walmart.com showcase for purchasing. Items are organized by three categories — cleanse, treat and moisturize — and also mix and matched into five regiments: fresh, glowing skin; dryness & hydration; combination skin; soothe & calm; and pampering gifts. Cleen also has its own social media accounts.Cleen is also tied to a cause, with sales of Cleen products supporting Look Good Feel Good, a charitable organization that helps people with cancer navigate appearance-related side effects of treatment.Cleen is manufactured by Beach House Group, which creates brands and products in more than a dozen categories at top retailers, including Antsy Pants toys sold at Target, sales of which benefit nonprofit KaBoom. Beach House’s skincare brand Marlow also kicked off at Target and is currently available on Amazon as well as through its own direct-to-consumer website.Beach House also incubates brands with celebrities, including oral-care brand Moon fronted by Kendall Jenner, beauty brand Florence by Mills developed with Stranger Things actress Millie Bobby Brown, textured haircare line Pattern from Blackish actress Tracee Ellis Ross and travel gear line Beis from Pretty Little Liars actress Shay Mitchell.The company aims to stretch beyond traditional private label relationships to not only create products but fully commercialized brands. On its website the company presents itself as “white space hunters and brand incubators. We create thoughtful products and bold strategies.”Industry sources estimate Beach House brands could generate more than $120 million in sales within the next year, according to digital publication Beauty Independent.

Walmart Adds Another Clean Beauty Brand

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