November 25, 2020

Burt’s Bees to Launch Makeup Line

Makeup formulated with natural ingredients is making its way to the mass market — and Burt’s Bees is aiming to lead the charge.
The Clorox-owned personal care brand best known for its cult beeswax-based lip balm is introducing its most comprehensive beauty initiative to date — Burt’s Bees Beauty, a full-fledged color cosmetics line with products across the face, lip, cheek and eye categories.
The products — eight stockkeeping units in total and consisting of liquid and powder foundations, blush, eyeshadow palettes, eyeliner, brow pencil, mascara and a glossy lipstick — will roll out to Wal-Mart, CVS, and Whole Foods doors in September, and will also be sold on Amazon (which, of course, just completed its acquisition of Whole Foods). Target will launch a test of the line in January.
Burt’s Bees worked for two years with a panel of makeup artists and trend experts to develop the products and formulations, which are derived from natural ingredients like the brand’s signature honey, meadowfoam, bamboo, and various oils such as mango, moringa and jojoba. The foundations are formulated with skin-care ingredients and are without silicones, parabens, phthalates, SLS, petrolatum, talc and synthetic fragrances. They are priced from $8.99 for lipsticks to $16.99 for

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