Naturally Serious adopts sustainable packaging

Naturally Serious has released its latest product range in new sustainable packaging.

Available in Sephora stores, the skincare brand will now be presented in recyclable jars and tubes. The adoption of this packaging is part of the Clean at Sephora programme.

Naturally Serious has already been using sustainable eco-friendly cartons that are produced in a carbon-neutral, wind-powered facility.

Naturally Serious managing director Rochelle Jacobs said: “We’ve continued to learn so much from our consumers in the few short months since we launched. Not only do they care about what they’re putting on their skin, but also how their products are impacting the earth.

“As such, we are so excited to further enhance our products to ensure they are really making a difference in sustainable beauty and packaging.”

Naturally Serious’ new range of skincare products is claimed to combine naturally derived formulas with state-of-the-art technology.

The line is free from harmful ingredients, including parabens, phthalates, preservatives and sulfates, as well as polyethylene glycol (PEG), formaldehyde, petrolatum and silicone.

The products do not contain drying alcohols, artificial colours or artificial fragrances.

Naturally Serious claims that each of its products also features a patented anti-pollution blend, which features pomegranate, goji berry and grape seed, as well as green, red and white tea. These ingredients help address visible signs of ageing and skin damage caused by ultraviolet (UV) rays, pollution and free radicals.

Naturally Serious’ product range is available on Sephora.com and select Sephora stores.

Sephora offers 14,000 products from 200 curated brands and helps users to engage with trained beauty advisors in more than 400 stores across the Americas, as well as 600 locations inside JCPenney.