May 13, 2021

Sephora Adds to Hello FAB Collection

Lilli Gordon, founder of First Aid Beauty, appears to be onto something with Hello FAB. The superfood-powered skin care that does double duty as makeup bowed in Sephora in January and this month the retailer has signed on for two more items.
The first four stockkeeping units resonated with women looking for skin care that matched their lifestyle — a beauty version of ath-leisure apparel, explained Gordon. The NPD Group recently identified products that simplify, yet yield instant gratification, as one of the biggest growth areas in beauty. While all four items clicked, Gordon singled out the Coconut Skin Smoothie Priming Moisturizer as a bestseller at Sephora since the launch.
Buoyed by that success, Hello FAB is adding two new items. Triple Protection Skin Tints with Goji Berry SPF 30 bows this week. That will be followed up next week by Mango Butter Multi Sticks. And while they, too, have skin-care properties, Gordon said they are more makeup-focused.
“When I started thinking about color sku’s, I was heavily influenced by my own buying habits and the fact that Millennials are looking for easy, uncomplicated solutions,” Gordon told WWD. “For me, the abundance of options in traditional color is overwhelming and intimidating. I found myself watching

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