Thrive Market goes greater on beauty, starting with its first brand.

Called F.a.e. — which stands for “for all, in every single place” — the brand launches Tuesday on the health membership platform’s website with 26 stockkeeping units across face, body and hair care. Prices range from $6.99 for body and hair care to $9.99 for facial oils.

Launching with a big selection of products was by design, said Christine McNerney, senior director of merchandising, home, health and sweetness at Thrive Market. “It was intentional in trying to satisfy our member in any a part of their routine, whether within the shower with hair care or with facial oils in skincare,” she said. “It ties back to our core mission, we’re a health-first membership model based online and we need to make healthy living accessible for everybody, and that extends past the grocery aisle.”

McNerney said the sweetness business has been steadily climbing, growing nearly 10 percent year-over-year in the primary half of 2022, and is ripe for expansion. “There’s definitely the chance to enter recent categories inside skincare itself, we’re launching 4 facial oils and facial wipes as well. We’re definitely wanting to get right into a full skincare routine, like having products for cleansing, toning, serums and coverings,” she added.

It’s Thrive Market’s first incubated brand entering the non-public care category, nevertheless it has private label brands in food, home goods and supplements. “We see major value in having the ability to provide our own products on-site, in order that is where we’ll proceed to construct out the F.a.e. brand,” McNerney said. “But our brand partnerships are all the time going to be a component of our strategy as well. We all the time try to search out innovation, whether that be formats, ingredients or product types. These brands have built quite a category over the past few years because it relates to scrub beauty.”