Fāth Skincare, a small-batch luxury beauty brand, has landed its first retail partnership.
The brand launches on Goop with a cleanser, face oil, and moisturizer. Prices range from $82 to $180. Fāth Skincare technically launched last year on its website, which founder and CEO Faith Appleton described as the brand’s “stealth period,” but the brand has yet to generated enthusiasm.
“We haven’t started our big efforts yet and people are coming looking for us,” Appleton said. “We’re really looking to fill a gap in the market that consumers haven’t been able to find.”
Appleton saw gaps in the market for luxury skin care that is “founder-driven, non-toxic, clean and really works,” Appleton said, adding that market research indicates that 46 percent of consumers are “getting clean”.
The brand lists over 1,800 ingredients and sources from organic producers when possible. All produce is hand-poured on the Appleton family farm in Essex, Massachusetts.
Fāth Skincare currently offers seven products on its own website, including cleansers, moisturizers, a serum, and a facial oil. That assortment is resonating with the brand’s female-leaning consumers in their 30s and 30s.
“Launching d-to-c was very important to me because it removes any barriers between me and my client,” said Appleton. “I can hear what they have to say and I can see what their buying power is…these are very smart people who have found us.”
The overlap between Fāth’s consumer base and Goop’s shopper is large, and Appleton is betting big on smaller specialty retailers in the clean beauty space.
“Our strategy and our path is a very deep, but very narrow path to get to market,” he said. “We’re moving into this prestige and luxury space, so it’s very tactical to be quite narrow but deep on that offering.”
Appleton is also in no hurry. The brand took approximately seven years from idea to launch, with painstaking effort put into each formulation. He added that each product has gone through at least 40 iterations, and while he considers his current assortment the ideal daily ritual, he has also created a strong release schedule for the coming year.
“I had a moment of, ‘We’ve done something really special, and we need to step back a little bit and really think about how we want to penetrate the market,’” he said. That’s when he created a list of investors, including Ryan Moore of Accomplice Ventures, who has brought 27 companies to unicorn status, according to the brand.
“We were all very aligned on our strategy and growth, and we’ve met some really interesting people that we love,” Appleton said. “We have a very supportive financial team and very clear criteria about what our indicators will be when we start the next [funding round].”
Appleton did not comment on sales, although industry sources expect the brand to reach $3 million in net sales during 2022.
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