Fāth Skincare, a small-batch luxury beauty brand, has landed its first retail partnership.
The brand is launching a cleanser, a facial oil and a moisturizer on Goop. Prices range from $82 to $180. Fāth Skincare technically launched last year on its website, which founder and chief executive Faith Appleton described as the brand’s “stealth period,” but the brand has still garnered attention.
“We haven’t started our big ventures yet, and people are coming to find us,” Appleton said. “We’re really looking to fill a gap in the market that consumers haven’t been able to find.”
Appleton has seen gaps in the luxury skincare market that is “founder-driven, non-toxic, clean and really works,” Appleton said, adding that market research indicates that 46% of consumers are “going clean.” .
The brand has a list of over 1,800 ingredients and sources from organic producers when possible. The products are all dumped by hand at the Appleton family farm in Essex, Massachusetts.
Currently, Fāth Skincare offers seven products on its own website, including cleansers, moisturizers, serum and facial oil. This variety is resonating with the brand’s consumers, who tend to be women and ages 30 to 35.
“The launch of d-to-c was very important to me because it removes any barriers for me and my client,” said Appleton. “I can hear what they have to say and I can see what their purchasing power is…
The overlap between the Fāth consumer base and the Goop consumer is large, and Appleton is betting big on smaller specialty retailers in the realm of clean beauty.
“Our strategy and our path is a very deep but very narrow path to market,” she said. “We are moving into this prestige and luxury space, so it is very tactical to be very narrow but deep in this offering.”
Appleton is also in no hurry. The brand took about seven years from ideation to launch, with meticulous effort into each formulation. She added that each product has gone through at least 40 iterations, and while she considers her current range to be the ideal daily ritual, she’s also created a robust schedule of releases over the next year.
“I had a moment of, ‘We’ve done something really special and we need to step back a little bit and really think about how we want to penetrate the market,’” she said. That’s when she built a list of investors, including Ryan Moore of Accomplice Ventures, who led 27 companies to unicorn status, according to the brand.
“We were all very aligned with our strategy and growth, and we met some really interesting people that we love,” said Appleton. “We have a tremendously supportive financial team and very clear criteria on what our indicators will be when we start the next [funding round].”
Appleton did not comment on sales, although industry sources expect the brand to reach $3 million in net sales in 2022.
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