CONSUMER INSIGHT:
With prestige brands leading the conversation, clean beauty has become synonymous with luxury. It’s no surprise that consumers think they need to sacrifice quality or spend a lot to go green.

THE CHALLENGE:
Heritage Store, the OG of clean beauty, was natural through and through and affordable. But what it had in credibility it lacked in allure. The trusty, but dusty brand needed a makeover to convince consumers that, yes, they can have it all.