Thrive Market is getting bigger in beauty, starting with its first brand.
Called Fae, which means “for everyone, everywhere,” the brand launches Tuesday on the health membership platform’s website with 26 units of inventory for face, body and hair care. Prices range from $6.99 for body and hair care to $9.99 for facial oils.
Launching with a wide range of products was by design, said Christine McNerney, senior director of merchandising, home, health and beauty at Thrive Market. “It was intentional to try to meet our member at any part of her routine, whether it be in the shower with hair care or facial oils with skin care,” she said. “It ties in with our core mission, we are a health-first online membership model and we want everyone to be able to access healthy living, and that extends beyond the supermarket aisle.”
McNerney said the beauty business has been growing steadily, growing nearly 10 percent year over year in the first half of 2022, and is poised to expand. “There is definitely an opportunity to enter new categories within skin care itself, we are also launching four face oils and face wipes. We are definitely looking forward to getting into a full skincare routine, like having cleansers, toners, serums and treatments,” she added.
It is Thrive Market’s first incubated brand to enter the personal care category, but it has private label brands in food, home goods and supplements. “We see great value in being able to provide our own products on site, so we will continue to build the Fae brand,” said McNerney. “But our brand associations will also always be part of our strategy. We always try to find innovation, whether in formats, ingredients or types of products. These brands have created a pretty big category in recent years when it comes to clean beauty.”
Source: wwd.com