Sally Hansen is boosting its clean beauty credentials with the launch of a new nail polish line called ‘Good.Kind.Pure.'
The manicure brand's new line marks its first foray into plant-based nail polish, and boasts a vegan formula that even includes a brush made using natural, plant-based bristles. The naturally derived ingredients used to make the formula include wheat, corn and potato, and a nail hardener and top coat also feature in the series.
The polishes are free from 16 different chemicals, including acetone, silicone, synthetic fragrance and formaldehyde, among others.
Good.Kind.Pure. comes in 30 different shades inspired by nature, ranging from a pearlescent pink to a crystal blue. The line is currently available to purchase at the retailer Target and will roll out to all Sally Hansen retailers in the US nationwide in January.
The move is evidence of the growing consumer appetite for ‘clean beauty,' which has seen brands rush to promote natural, chemical-free formulas, while retailers such as Neiman Marcus, Sephora and Target have come up with dedicated clean beauty categories or icons in a bid to help shoppers navigate the space.