What is Macy's Conscious Beauty?
Trusted by top retailers, certification bodies, and 90,000+ brands
Participating brands gain access to standout marketing opportunities that reach millions of consumers.
Conscious Beauty is Macy’s signature program to highlight safer, more sustainable beauty products that reflect what modern shoppers care about most: clean ingredients and responsible packaging. With 680 stores and a robust digital presence, the program helps consumers navigate products aligned with their values—and helps brands showcase their leadership in ingredient safety and eco-conscious design.
The program is built on four core pillars, with 11 optional attributes that let brands showcase additional certifications—such as Natural, Organic, and Fair Trade. Products meeting one of these four standards earn the Conscious Beauty seal in-store and online.
Why should brands participate?
Massive Traffic
E-commerce attribute filters expand discovery opportunities across three retail websites, which attract 818 million visits quarterly, providing robust exposure for qualified products.
National Icon
As one of the largest department stores in the US by retail sales ($23.1B in FY 2023), Macy's has major U.S. brand equity and marketing clout - including the Herald Square flagship and Thanksgiving Day Parade. Participating brands benefit from Macy's scale, visibility, and deep-rooted consumer trust.
Streamlined Onboarding
Qualifying through one of four pillars make program acceptance easier than ever - plus Novi handles the heavy lifting.
Achieve your Conscious Beauty certification efficiently.
Get startedConscious Beauty Pillars:
Conscious Ingredients
Products must be free from harmful chemicals like parabens, sulfates, phthalates, silicones, mineral oils, and petroleum. Additional restrictions apply to ingredients like microbeads, palm oil, and zinc oxide.
Packaged with Care
Packaging must meet at least one of the following criteria:
Reusable or refillable
Made from 50%+ recycled content (20% for glass)
Bio-based or FSC-certified materials
Paper certified by FSC, PEFC, or SFI
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.
How to join Macy's Conscious Beauty
As Macy’s technology partner, Novi makes it easy to certify products under the Conscious Beauty program. Whether you’re already aligned or just starting out, Novi’s platform simplifies the process from evaluation to submission. Here’s how:
01
Assess
Evaluate products against Macy’s criteria for Conscious Beauty participation.
02
Upload
Log in to Novi and upload SKU data for all products you wish to submit to the program.
03
Attest
Complete the attestation process for the Conscious Beauty and/or e-commerce attributes. Note that some pillars will require you to upload additional documentation.
04
Adjust
As needed, make adjustments for any non-compliant products where Novi flags gaps.
05
Submit
The Macy’s team will review products for verification.
As Macy’s tech partner for Conscious Beauty, Novi makes alignment easy. Upload once, test against requirements, close gaps, and push verified claims straight to Macy’s product pages.
Novi helps you earn Macy’s Conscious Beauty seal and reach more shoppers.
