Starting with its first brand, Thrive Market has seen greater growth in the beauty sector.
Called Fae, which stands for “Everyone, Anywhere,” the brand launches Tuesday on the Health Membership Platform’s website with 26 stockkeeping units for face, body and hair care. Prices range from $6.99 for body and hair care to $9.99 for facial oils.
Christine McEnany, senior director of non-food at Thrive Markets, said it was intentional to launch a wide range of products. , it was intentional to try to see members in every part of their daily lives,” she said. and we want to make healthy living accessible to everyone, and it extends beyond the grocery aisle.”
McNerney said the beauty business is growing steadily, growing nearly 10% year-on-year in the first half of 2022, and is ripe for expansion. “There’s definitely an opportunity to break into a new category in skincare itself. We’re also launching four facial oils and facial wipes. I would like to incorporate ,” she added.
This is Thrive Market’s first incubation brand to enter the personal care category, although it has private label brands in food, household products and supplements. “We continue to build the Fae brand because we see great value in being able to offer our products in the field,” he said. “But our brand partnerships are also always part of our strategy. We are always looking to find innovation in formats, ingredients, product types. We’ve built up quite a few categories over the years.”