Macy’s Inc.—the parent company behind Macy’s, Bloomingdale’s, and Bluemercury—has been shaping the shopping experience since 1858. With 680 stores and a fast-growing digital presence, the company is now focusing on values-driven retail. As part of its broader corporate responsibility strategy, dubbed Mission Every One, Macy’s is relaunching its Conscious Beauty program in 2025. The refreshed initiative will introduce a new trust mark and enhanced e-commerce experience to help shoppers easily identify cleaner, safer products that reflect their values. The program is built on four core pillars, with 11 optional attributes that let brands showcase additional credentials—such as Organic or EWG Verified—within the online experience.
“The mission of the program is to provide transparency to our customers on the products they are buying and causes that are important to them.”
Jaclyn Diamond, Omni Buyer at Macy’s, in a recent joint webinar with Novi
What is Conscious Beauty at Macy’s?
Macy’s Conscious Beauty program highlights products that meet rigorous standards in one of four areas: Conscious Ingredients, Cruelty Free, Vegan, or Packaged with Care. A single product needs to qualify under just one of these pillars to earn the Conscious Beauty seal in-store and online.
- Conscious Ingredients
This pillar aims to eliminate chemical groups associated with health and environmental risks, while also helping brands stay ahead of a growing number of state-level “toxic free” laws. To meet this standard, products must be formulated without harmful ingredients, including parabens, sulfates, phthalates, mineral oils, petroleum, and silicones. In addition, certain ingredients, such as microbeads, palm oil, and zinc oxide, are subject to restrictions. For the full list of banned and restricted substances, contact Novi at macys@noviconnect.com. - Cruelty Free
Products must have not been tested on animals in any form or at any stage of development, production or supply chain. - Vegan
Ingredients may not be derived from animals or animal by-products. - Packaged with Care
This pillar promotes circular, low-impact packaging, which aligns with Macy’s goal to expand sustainable packaging practices. To qualify, both primary and secondary packaging must meet at least one of the following criteria (which may differ between the two).
- Reusable or refillable
- Recycled materials: At least 50% recycled content for plastic, paper, cardboard, or metal; at least 20% for glass
- Bio-derived materials: Minimum 50% from bio-based, non-food-competitive sources or Forest Stewardship Council (FSC)-certified inputs
- Bio-based paper: Must be certified by FSC, Programme for the Endorsement of Forest Certification (PESC), or Sustainable Forestry Initiative (SFI)
Products that meet one of these four pillars will earn the Conscious Beauty seal in-store and online.
How Macy’s empowers shoppers to discover sustainable products
Beyond the seal, Macy’s offers 11 searchable product attributes and keyword search functionality, so that brands can be discovered by shoppers who share their values. Brands do not have to participate in Conscious Beauty to be eligible for these discoverability features. However, brands can choose to qualify for both to boost visibility online.
To be eligible for discoverability attributes, brands must confirm compliance with one or more of the following:
Keywords: Natural, Organic
Certifications: EWG Verified, Fair Trade, B Corp, USDA Biobased/BioPreferred, Rainforest Alliance, Ecocert
Ingredients: Mineral Sunscreen, Chemical Sunscreen, Responsible Soy (Roundtable on Responsible Soy)
How Macy’s Conscious Beauty breaks away from the pack
- Multi-channel reach: One certification unlocks placement across Macy's—both in-store and online—boosting access to a diverse customer base.
- Broad digital discoverability: E-commerce attribute filters expand discovery opportunities, garnering a combined average of 818 million visits quarterly. Macy’s online marketplace also features over 2,420 brands, further extending the reach and exposure of participating products.
- Iconic US market presence: As one of the largest department stores in the US by retail sales ($23.1B in FY 2023), Macy’s layers cultural influence and marketing power on top of scale. From the renowned Herald Square flagship store to events like the Thanksgiving Day Parade and Macy’s Live, brands gain standout exposure in the US. Holiday windows, influencer takeovers, email campaigns, in-store features, and other promotions reach 85,500+ associates and millions of shoppers.
- Streamlined onboarding: Only one mandatory pillar simplifies onboarding, and Novi’s intuitive platform removes the guesswork for brands.
Why did Macy’s establish the Conscious Beauty program?
Macy’s recognized that values-based shopping is no fad. According to NYU Stern research, sustainable CPG goods drove nearly one-third of the market growth between 2013 and 2023 despite holding less than one-fifth of the market share. Insights from McKinsey and Trivium Packaging also indicate that most consumers (60-82%) are willing to pay more for sustainable packaging.
Internally, the program aligns with Macy’s ESG roadmap that pledges to:
- Achieve greater transparency across product lines
- Expand ingredient and packaging safety
- Reduce waste and environmental impact
In short, Conscious Beauty puts Macy’s purpose into action by bridging rising consumer demand with ESG ambition to drive real, measurable impact across its retail strategy.
Who benefits from the program?
Here's what that means for consumers and brands:
Shoppers gain a quick, trustworthy way to spot products that align with their values, such as vegan, cruelty-free, or sustainably packaged, supporting their health and environmental preferences.
Brands secure prime digital and in-store real estate to connect with values-driven consumers at scale. High-traffic web pages, targeted emails, loyalty promotions, and in-store displays contribute to stronger visibility, deeper engagement, and, ultimately, sales growth.
Badged products signal value—on Amazon, Climate Pledge Friendly items saw a 12.5% sales lift within 12 weeks
How does Conscious Beauty work?
For consumers:
- Look for the badge to find verified clean and responsibly packaged items.
- Shop via the dedicated Conscious Beauty landing page.
- Search for keywords (e.g.,Natural, Organic) to find products.
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For brands:
- Create a Novi account.
- Upload SKU data for all products you wish to submit to the program.
- Attest to the Conscious Beauty pillars and/or 11 e-commerce attributes. Note that some e-commerce attributes will require you to upload additional documentation.
- Adjust any non-compliant SKUs where Novi flags gaps.
- Submit products for verification by the Macy’s review team.
Put your purpose on display at Macy’s with Novi
Conscious Beauty is Macy’s answer to the “clean-plus” movement: a streamlined, four-pillar standard for safer, healthier, cruelty-free ingredients and responsible packaging—augmented by 11 searchable attributes. For conscious shoppers, it offers the education and transparency they seek—building trust and making it easier to find products that truly align with their values. For brands, it unlocks visibility across an iconic nameplate—and does so on a timeline that aligns with surging consumer demand for cleaner ingredients and sustainable packaging. As Diamond puts it, Macy’s “job is to celebrate the variety of our customers’ desires,” and Conscious Beauty is one of the newest ways the company is bringing that vision to life.
Whether you’re reformulating a hero SKU or have hundreds ready to go, Novi makes Macy’s alignment frictionless. Upload once, test against 125+ retailer and certification policies, fix gaps, highlight quick wins, and push badges and attributes straight to Macy’s product pages.
Ready to join the fall relaunch? Sign up at Novi today.
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.
