Responding to a need to consume more responsibly, brands of "clean" cosmetics are developing, and others are developing their ranges towards more ethics.

Guillaume Motte, director of Sephora Europe, and Juliette Lévy, co-founder of Ohmycream, were the guests of La France bouge, Monday on Europe 1.

INTERVIEW

"Clean" cosmetics, or environmentally friendly, are developing more and more.

Anxious to use more natural, vegan and non-animal-tested products, brands are working hard to offer more responsible ranges.

This is particularly the case of Ohmycream, an "alternative beauty" boutique, whose co-founder, Juliette Lévy, was a guest, at Europe 1, on Monday.

Director Europe and Middle East of the Sephora brand, Guillaume Motte was also on the show La France bouge, to explain how Sephora is adapting to this trend in order to meet this growing demand.

>> Find all the shows of La France bouge in replay and podcast here

"A 'blacklist' of products that you don't want to see"

Ethical cosmetics must meet several criteria, explains Juliette Lévy.

"It is a balance, a compromise between three things: the effectiveness of a formula, the safety of the ingredients and the eco-responsible dimension of the brands we distribute".

Indeed, like many brands, Ohmycream works with a real eye on the INCI list, which makes it possible to analyze the composition of the ingredients.

"We check that there are assets, that there is as little filling as possible, and there is a 'blacklist' of products that we do not want to see," she continues.

To meet these criteria, more and more brands are changing their strategy, replacing controversial ingredients with more respectful alternatives.

Brands sold in particular by the Sephora chain, and whose "clean" products are now popular, says its European director, Guillaume Motte.

Rate of natural ingredients greater than 90% and recyclable packaging

"This is a fundamental trend that we are observing and today, all the brands are working to make their formula more and more clean, transparent, because it is a customer expectation", he explains to microphone from Europe 1. The cosmetics juggernaut, which has more than 2,000 stores worldwide, and some 330 stores in France, has also launched several programs, called "Good for you" and " Good for the planet ".

"We launched this initiative which makes it possible to identify which products have a rate of natural ingredients greater than 90%, which brands play the game of" Good for the planet ", which use more recyclable packaging" , develops Guillaume Motte.

"It's a path in which everyone is on board, and we must continue," he continues, assuring that this does not necessarily imply that the products are more expensive.