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FirstClub Enters Beauty And Personal Care, Bans 100+ Ingredients

Ad Tribe! Bureau2 min read
A yellow FirstClub Beauty bag on a podium, from the launch of FirstClub's ingredient-filtered beauty and personal care range

FirstClub has expanded into beauty and personal care, bringing the ingredient filter it built for grocery to skincare, haircare and body care. The range launches under 'Filtered for Good' with more than 80 brands, after about a year and a half in grocery.

  • Company: FirstClub
  • New category: Beauty and personal care
  • Ingredients banned: More than 100
  • Brands at launch: More than 80

How FirstClub Filters Products

FirstClub says it uses a four-step framework across shampoos, cleansers, moisturisers and sunscreens. Ingredients are checked against the Environmental Working Group's Skin Deep database, EU Regulation EC 1223/2009, opinions from the Scientific Committee on Consumer Safety, Indian rules and international retailer standards. A research-led framework then sets exclusions for each category.

Products face category checks too: pH testing for every cleanser, in-vivo testing for sunscreens and a no-mineral-oil policy for hair oils. Only items rated four stars and above by customers are listed. The banned list includes DMDM Hydantoin, Resorcinol, PPD, MI/MIT and Butylparaben.

From Grocery To Beauty

The platform started in grocery, where it banned more than 200 ingredients in packaged foods including artificial colours, preservatives and palm oil, then added pet care and home and kitchen. Beauty was the most-voted category in a consumer poll on what FirstClub should fix next.

What FirstClub Said

Ayyappan R, founder and CEO, FirstClub, said that while the industry focuses on more choice, the company believes in better choice, with curation and quality ahead of catalogue size. "It's not your job to figure out what goes into your products; it's our job," he said.

The Launch Film

A brand film features Ayyappan R with FirstClub's head of categories, Rahul, and category marketer Shriya. A shopper stops at an ingredient she cannot pronounce, Methylisothiazolinone, and the film walks through how the platform checks products.

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#Beauty And Personal Care#FirstClub#Quick Commerce
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