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Meet the Brands Earning Their Badges on Novi
Each month, we’re spotlighting the brands accelerating the shift to conscious commerce by earning values-based badges through Novi's retailer programs. These badges aren’t just digital trophies—they represent real product impact, hard-earned brand credibility, and greater visibility with shoppers who care.
This month, we’re celebrating Briogeo and Tata Harper, two standout brands that have earned achievements in Ulta’s Conscious Beauty at Ulta and Macy’s Conscious Beauty programs respectively via Novi.
Brand Spotlight: Briogeo
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Founded on the belief that beauty shouldn’t come at the expense of safety or sustainability, Briogeo has quickly become a powerhouse in the clean haircare space. Their mission: deliver high-performance, naturally-derived formulas that celebrate every hair type and texture.
On Novi, Briogeo has earned badges for:
- Cruelty-Free
- Sustainable Packaging
- Give Back
- Vegan
- Clean Ingredients
These badges were achieved through the Ulta Conscious Beauty program, a leading retailer initiative designed to highlight products that are clean, ethical, and eco-conscious. Earning these badges positions Briogeo products for enhanced discoverability in Ulta’s marketing and shelf placement, reaching the growing segment of values-based shoppers.
Ulta Conscious Beauty recognizes brands that align with values like ingredient transparency, cruelty-free commitments, and social impact giving brands like Briogeo a powerful edge in today’s clean beauty landscape.
Brand Spotlight: Tata Harper
Tata Harper has long set the standard for luxury natural skincare. Their farm-to-face approach and commitment to clean formulation have earned them a cult following and now, official verification through Novi’s integration with Macy’s Conscious Beauty program.
Tata Harper recently earned the Conscious Beauty badge at Macy’s by meeting three standards:
- Conscious Ingredients
- Packaged With Care
- Vegan
Macy’s Conscious Beauty badge gives customers peace of mind while elevating brand visibility across Macy’s digital and in-store experiences. It’s more than a seal, it’s a shopper magnet for today’s ingredient-savvy consumer.
Why It Matters (and How to Get Featured)
Retailer badges like Ulta Conscious Beauty and Macy’s Conscious Beauty are more than just stamps of approval. They:
- Increase trust with conscious consumers
- Improve product visibility on retailer platforms
- Drive sales through alignment with high-demand values
By earning these badges through Novi, brands like Briogeo and Tata Harper are standing out in a crowded market and we think that deserves to be celebrated.
Have a story to tell? Reach out to us to get featured.
Earn a badge through Novi and let us help you shine.
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Credo’s SPG is outlined in four phases, of which the first two are actively in progress. As of June 2021, Credo has eliminated the use of single-use packaging for all products by their 130+ brand partners. Phase 2 calls for better materials, and the deadline to meet these requirements is June 1, 2024.
- No single-use items (masks, wipes, sample packettes, etc.)
- No PVC (#3 plastic), BPA/BPS, or PFAs
- Petroleum-derived plastic must contain 50% or greater recycled content, OR be replaced by a more sustainable material
- All plastics must be identified by an RIC (#1, 2, 4, 5, 6, or 7) or abbreviation (e.g. PET, PP, Mixed).
- All paper products must be at least one of the following: Ancient Forest Friendly; FSC certified paper; 75%+ recycled paper (by weight); Tree free, or non-wood fiber grown and harvested in a sustainable manner
Grove Collaborative applies their packaging standards to all products on their site, and they strive to utilize the best available packaging solutions at the time.
- No single use plastic
- About 80% or more of the packaging weight is not plastic (a percentage which will rise over time)
- Refillable over recyclable
- Monomaterial components
- #1, #2, and #5 plastics, if plastic is absolutely necessary
- Lightweight candidates
- The highest percentage of PCR possible for components of any material
Additionally, Grove Co. is currently working on a pilot initiative, Beyond Plastic, which aims to be 100% plastic-free by 2025. Here are its definitions, which incorporate some of the general standards listed above:
- Primary packaging is not plastic (excluding coatings, lacquers and liners)
- No single use external plastic packaging or wrap
- ~ 80%+ of the product and packaging weight is not plastic
- For the remaining ~20% plastic, there should be no readily available alternatives or the remaining volume should be in the process of being phased out within a year, maximum.
- 20% plastic is not in perpetuity, just as a starting point. The goal remains to be effectively plastic free by the end of 2025.
- Use of plastic cannot negatively impact recyclability
Lastly, Grove also offers a mail-back collection service for plastic packaging, pouches, and tubes. See more details in their FAQ.
Target’s sustainability strategy, Target Forward, incorporates packaging requirements that can be best summarized in three major points: eliminate/reduce where possible, drive a circular market, and encourage good habits. By 2025, Target intends to have 100% of their owned brand plastic packaging be recyclable, compostable or reusable. On March 2022, Target announced their Target Zero program, which designates products that feature packaging under the specific guidelines.
- No PVC (#3), PVDC, or PS (#6)
- Products must be curbside recyclable (#1 and #2 plastics)
- Petroleum-derived plastic must contain 50% or greater recycled content, OR be30% or more of packaging must be made from PCR materials replaced by a more sustainable material
- Refillable
- Reusable
- Certified compostable elements
- Certified compostable elements
Ulta Beauty’s Conscious Beauty policy provides guidelines for product formulations as well as packaging.
- Made from 50% PCR or PIR materials, or
- Made from 50% bio-based materials, or
- Be recyclable, or
- Be refillable.
Certifying bodies and other available resources
Many retailers incorporate other third-party certifications in their own packaging standards; brands and suppliers may pursue these certifications as well, depending on the policy. While they can be costly, third-party policies can provide further credibility for any environmental claims made.
In addition to policies, there are numerous resources available for sourcing, disposal, and further education on packaging.
The Ancient Forest Friendly™ designation by Canopy represents “the highest ecological qualities in the paper industry.” Ancient Forest Friendly pulp and paper is free of ancient or endangered forest fiber, made with 100% recycled or straw paper, and is whitened without chlorine.
BPI is a science-driven organization that supports a shift to the circular economy by promoting the production, use, and appropriate end of lives for materials and products that are designed to fully biodegrade in specific biologically active environments.
Their certification mark indicates third-party verification of compostability for manufacturers and brands to use on products and packaging.
Ecocert provides certification for 150+ standards in numerous industries, including cosmetics. Some of their most popular certifications include USDA Organic, Fair Trade (FFL), and Cosmos Organic.
See Ecocert’s full list of certifications.
FSC certification ensures that products (usually paper, cardboard, wood, etc.) come from responsibly managed forests that provide environmental, social and economic benefits. They own three registered trademarks:
• The initials FSC®
• The name Forest Stewardship Council®
• The checkmark-and-tree logo figure
How2Recycle (H2R) is a standardized labeling system that clearly communicates recycling instructions to the public.
Novi’s packaging solutions
Sourcing new components can be difficult, especially when it comes to verifying numerous claims. At Novi, our packaging experts will help you source, sample, and order verified components– whether you’re looking for something that’s compostable, curbside recyclable, 75% PCR, or more.
Pact is a nonprofit collective committed to action and education surrounding beauty recycling. They offer in-store drop-off and mail back collection programs for hard-to-recycle beauty packaging, and share other information on packaging production, material claims, recycling rates, and more.
