This week Tina Sharkey Co-founder and CEO at Brandless announced the extension of the Brandless brand to beauty products. The extension maintains their basic brand premise which Sharkey states describes in her blog post this way, “We believe that everyone deserves better, and better shouldn’t have to cost more. So we started making better stuff for $3.”

She goes on to write:

We’ve spent 3 amazing months building this #brandlesslife movement with our community of awesome strangers. And today, we’re tackling something that impacts us all: the steep prices in the beauty industry. When it comes to beauty products, the BrandTax —those hidden markups that come with having a big-name brand on the label—skyrockets, sometimes over 300%. And while we love that so many people are talking about clean beauty these days, we hate that cleaner so often means even more expensive.

So we’re making clean beauty accessible to everyone. Our new Brandless Beauty & Personal Care Collection has all of the essential items you use every day, all for just $3. They’re free of ingredients like sulfates, phosphates, and parabens, as well as cruelty-free. Equally important? They all work great, smell great, and feel great—from our Moisturizing Shampoo to our detoxifying Facial Cleanser to our soothing Body Wash.

Just like with everything else we do, we created this this collection with the filter of “just what matters.” We banned 400+ potentially harmful ingredients and replaced them with plant-based powerhouses like aloe, citrus and green tea. We formulated non-GMO vitamins and sourced organic cotton feminine hygiene products. Better for you. Better for everyone.

We also put a lot of thought—and love—into making our Beauty & Personal Care Collection for everyone. We made sure our products work on every type of skin and every type of hair. We chose gender-neutral (but really nice) scents like green tea and aloe, grapefruit, and citrus bergamot. We created a collection of basics you can afford and love, no matter who you are and how you define beauty.

Early love for our brand-new collection

When people see our $3 pricing for clean beauty, the first question they usually ask us is “but how good can it be for $3?” We’ve been trained to believe that higher prices mean higher quality, but that’s rarely true. Better absolutely does not need to cost more.

But don’t take our word for it. Real Simple says, “If you’re worried that the low price point could mean low-quality products, think again … you’ll still be getting a similar luxurious experience that you get using more expensive products, but at a much lower price point.” Exactly. That’s what we’re all about.

Women’s Health took the time to (and give it emoji heart eyes, no less)! They sung praises of our Shave Gel, saying it “was truly awesome—it transformed from a gel into a rich cream on my wet legs and left my shaved skin feeling like it was already moisturized.” YES.

We want you to try it, too. We invite you to shop our collection and feel the love yourself! And one more beautiful thing: Add any 3 products from our Beauty and Personal Care aisles to your cart and use the promo code CleanB to get $1 shipping.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.