This month, Target stores introduced a new labeling system in its beauty department that helps shoppers identify vegan items. The store’s 14 “wellness icons”—which are part of its “Target Clean” initiative—include labels such as “cruelty-free,” “plant-based,” and “vegan,” along with other symbols that point to products that are free from toxins, dyes, GMOs, and fragrances. “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,” Christina Hennington, Target’s Senior Vice President of General Merchandise Manager for Essentials, Beauty, Hardlines, and Services, said. According to Hennington, more than 4,000 products meet “Target Clean” standards, including “guest favorite” vegan makeup brand Pacifica and newly launched (and affordable) vegan brand Versed. The initiative is part of Target’s goal to reduce the number of chemicals—such as phthalates, propyl-paraben, butyl-paraben, formaldehyde, formaldehyde-donors, and nonylphenol ethoxylates—in the products it sells by 2020.

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