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UK beauty brand Faace launches on Lookfantastic, Planet Organic and eyes expansion

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Founded in February 2020, Faace offered a line of six face care products targeting very specific use states, including a beauty face mask for use during or around periods; an active beauty mask and primer for use when sweating; and a daily treatment cream offering hydration and anti-inflammatory effects for women going through menopause. The indie brand was stocked in several high-end department stores across the UK and US, including Harrods, Liberty and Neiman Marcus; a number of retail stores and sites internationally; and it most recently launched in British supermarket store Planet Organic and on luxury beauty e-tailer Lookfantastic.

Jasmine Wicks-Stephens, founder of Faace and brand consultancy and services firm The Known Community, said designing products for very specific need-states and plugging gaps had been central to breaking into the market.

“A lot of brand founders will say they found a miracle ingredient and it changed their life forever. Our story is we’re passionate about the beauty industry, we do great work helping to build other brands, so could we create something really stand-out using our experience? It was much more about being a research-led brand,”​ Wicks-Stephens told CosmeticsDesign-Europe.

She said the team behind Faace had identified how well skin care was performing, but also how popular beauty sheet masks had become, and so the goal had been to develop more targeted alternatives but also more sustainable aware options. All Faace tubes used 60-70% recycled plastic and were sold without outer boxes, for example, and for every Period Faace product sold, the company donated period products to those in need, she said.

https://www.cosmeticsdesign-europe.com/Article/2022/02/07/UK-beauty-brand-Faace-launches-on-Lookfantastic-Planet-Organic-and-eyes-expansion