Dive Brief:

• Thrive Market, an e-commerce retailer best known for selling organic and natural food products, launched its first ever beauty products brand earlier this month.
• The private label beauty brand, f.a.e. — which stands for “for all, everywhere” — consists of 26 individual products meant for all skin, body and hair types at prices that are competitive with major brands. 
• The launch comes as shoppers are increasingly turning to private labels to help them cut back on spending. 

Dive Insight:

According to an emailed press release, the f.a.e. beauty products, which includes haircare, skincare and body care selections, will be sold at around $6.99.

“Thrive Market’s first foray into beauty with the launch of f.a.e. is an investment in their mission to make healthy living affordable and accessible to all,” the press release said. 

Some of f.a.e.’s products include Instant Refresh Face Wipes & Refill, Ultra Gentle Body Lotion Fragrance Free and Mineral Sunscreen Spray.

The expansion of private labels by Thrive Market and other retailers comes as 41% of surveyed shoppers say they’re more likely to purchase store brands amid rising grocery inflation, according to a recent report from the Food Industry Association. Seventy-seven percent of shoppers said they plan to keep buying private label products for a multitude of reasons, most notably value and price, the report found. 

According to Statista, skincare, haircare, makeup, perfumes, toiletries and oral cosmetics are the top categories in the cosmetics department. Skincare leads the group, accounting for 41% of global cosmetic sales in 2021, per data from the research company.

E-grocer Misfits Market’s first private label line, Odds & Ends, launched in mid-April offering pantry staples including coffee and snack items. The e-grocer was attracted to securing its own, full-time private label because of higher margins as well as control over sourcing and product development, Kai Selterman, the company’s chief strategy officer, said in an interview back in April. 

This new beauty line is not Thrive Market’s first attempt at launching a store brand product. F.a.e. is the e-grocer’s fourth private label line after Thrive Market Goods, offering food and pantry items; Wellmade, its supplements brand; and Rosey, which is home cleaning supplies, said Alyssa Kluge, Thrive Market’s senior manager of communications.