Eight-year-old Thrive Market is a health-first membership company, best known for its organic groceries. But on August 1, the company unveiled its first in-house beauty brand dubbed F.a.e, standing for “for all, everywhere.”
“This is our first foray into beauty. It’s an investment in our mission to make healthy living affordable and accessible to all,” said Christine McNerney, senior director of merchandising for home, health and beauty at Thrive Market. The product line features 26 items of hair, skin and body products, with prices ranging from $4.50-$21. Members spend $5 a month to shop the company’s overall assortment of organic, vegan, plant-based and keto products online. The beauty collection is available to members only. According to the Thrive Market team, the expectation is that the Bentonite Clay Face Mask and Instant Refresh Face Wipes & Refill will be best-sellers.
F.a.e. is the third line created by the Thrive Market brand, following Rosey cleaning supplies and Wellmade organic supplements.
McNerney said the goal of F.a.e. is to make it easy for consumers to decide what makes them feel the most beautiful. The Thrive Market team worked with formulators to ensure products were made with cruelty-free ingredients. In addition, all beauty products are Leaping Bunny-certified products, meaning no new animal tests were used.
“Oftentimes, clean beauty brands in this space can be very intimidating, and if you don’t know what certain ingredients are for, it can be really overwhelming,” said McNerney.
“People need more inclusive brands that are affordable, clean and sustainable. Beauty and wellness should not be a privilege, and F.a.e. takes the privilege out of wellness,” McNerney said. For example, the F.a.e Jojoba Oil ($10) and Rosehip Oil ($8) are cold-pressed and made from ethically sourced ingredients. McNerney emphasized that similar products with the same formula would sell for $20-$50 at other retailers.
McNerney said the company’s categorization of the beauty products on its site is based on need state, such as “hydration,” for easy navigation. Thrive Market is marketing the collection to its 1.2 million members throughout August via newsletters, Instagram, its app, text messages and social media influencers.