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Agenda-setting intelligence, analysis and advice for the global fashion community.

It’s Time to Think Bigger Than Clean Beauty

Beauty retailers have the power to set new trends. Why are they all still so fixated on the last one?
Clean beauty
Beauty retailers have the power to set new trends. Why are they all still so fixated on the last one? (Getty Images)

Last week, the founder of a fast-growing beauty brand told me they were in a sticky situation. A large retailer has expressed interest in picking up the line ­— but with a caveat: it had to adopt “clean” messaging.

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