A partner of beauty brands and retailers including Rhode and Ulta Beauty, ingredient transparency tool ClearForMe is joining forces with its first baby care brand: Proudly.
Not long after Proudly’s April 2022 launch, the sensitive- and melanin skin-focused brand entered ClearForMe founder and chief executive officer Sabrina Noorani’s radar as a potential perfect partner to enter the baby care game with.
“I’m a mom of three, and all of my kids had eczema growing up, as well as other skin issues,” said Noorani, who founded ClearForMe in 2017, prompted by a skin allergy of her own. “When it’s your child, these conditions can be very jarring and lead you into that Reddit thread trap where you’re constantly researching as a mom what is safe and what is good to buy,” Equipped with the technology and resolve to provide caregivers with a robust understanding of product ingredients , Noorani sees this partnership as a meaningful step forward as the company sets its sights beyond the “Anything that has an ingredient list is an opportunity for us to provide clarification and distill potentially confusing information for consumers,” Noorani said. “This partnership is instrumental in helping us get a foothold in the baby and personal care industries, and we’re going to continue to grow there.”
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