It’s Time to Think Bigger Than Clean Beauty

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.

The problem, the founder told me, is that their brand, which launched a few years ago, has never identified as clean or used that language in its marketing. The founder had even spoken publicly in the past about their dislike…