Dive briefs:
- Thrive Market, an e-commerce retailer best known for selling organic and whole foods, launched its first beauty product brand earlier this month.
- Private label beauty brand fae stands for “for all, everywhere” and consists of 26 individual products for all skin, body and hair types, priced competitively with leading brands. It has been.
- The launch comes as shoppers increasingly turn to private labels to reduce spending.
Dive Insight:
According to an emailed press release, fae’s beauty products, which include a selection of hair care, skin care and body care, will retail for around $6.99.
“Thrive Market’s first foray into beauty with the launch of fae is an investment in their mission to make healthy living affordable and accessible to all,” said the press release. .
fae products include Instant Refresh Face Wipes & Refill, Ultra Gentle Body Lotion Fragrance Free and Mineral Sunscreen Spray.
Private label growth by Thrive Market and other retailers comes as 41% of shoppers surveyed say they are more likely to buy store brands amid rising grocery inflation . according to a recent report From the Food Industry Association. 77% of shoppers say they plan to continue to buy private label products for many reasons, most notably value and price.
According to Statista, skin care, hair care, makeup, perfumes, toiletries and oral cosmetics are the top categories in the cosmetics sector. Skincare leads the group, accounting for his 41% of global cosmetics sales in 2021, according to research firm data.
electronic grocery store Misfits Market The first private label line, Odds & Ends, launched in mid-April, offering pantry staples including coffee and snack items.electronic grocery store Securing our own full-time private label was attractive because of the high margins and the ability to control sourcing and product development. Kai Selterman, the company’s chief strategy officer, said in an interview in April..
This new beauty line isn’t Thrive Market’s first attempt at launching store-branded products. Fae is his fourth private-label line of e-grocers after Thrive Market Goods, offering food and groceries. Wellmade, its supplement brand. Her Alyssa Kluge, senior manager of communications at Thrive Market, tells us about her Rosey for household cleaning products.
