Dive Brief:

• Neiman Marcus on Tuesday introduced an online shop dedicated to clean beauty products, which are not tested on animals and do not contain parabens, paraffin, phthalate, sulfate and silicone, according to a company press release. 

• The retailer will feature its assortment of skincare, haircare, nail care and color cosmetics in its online Neiman Marcus Clean Beauty shop. Products in-store and online will have a circular icon on them signifying they are "clean," the company said. 

• Neiman Marcus noted that its clean beauty product collection is part of the company's overall brand wellness initiative. Aside from shopping for healthier products, consumers can also buy activewear, sun care, health supplements and sleep collections through the retailer's online Wellness Guide.

Dive Insight:

Neiman Marcus stated that its move to clearly distinguish healthier beauty products and wellness-oriented apparel is aimed at serving consumers with products that meet their unique definition of wellness. It comes as other retailers are capitalizing on the healthy beauty trend as well. Walmart, Target, Amazon and Sephora, have also introduced healthy beauty product lines over the past year or so.

"It was important for us to launch this initiative and specifically call out these products so our customers can easily make an educated decision," Michelle Gill, divisional merchandise manager of beauty at Neiman Marcus, said in a statement.

Meanwhile, the pivot has come as the company is going through a time of change. In June, it stopped filing public statements with the Securities and Exchange Commission, and suffered a decline in third quarter revenues at $1.06 billion from $1.17 billion the year prior. It also previously reported a second-quarter revenue decline after opening its Hudson Yards development. 

Last month, the company's CFO departed the company after less than 18 months. Its MyTheresa unit has been the subject of multiple lawsuits after it moved around in Neiman's corporate structure. Additionally, according to data drawn from CreditRiskMonitor, the retailer is a high bankruptcy risk.

As the company works through its financial struggles, it has also searched different niches for new customers. This year, the company entered the travel and mattress sectors in attracting new shoppers. It remains to be seen whether its pivot to healthy living will yield positive results.