Clean Beauty is for Everyone. That’s Why We Made f.a.e.™

Last Update: July 5, 2024

In a world of $17 superfood smoothies and luxury yoga retreats, it can seem like health and wellness are only for those with money to burn.

Making healthy living accessible to as many people as possible is what Thrive Market is all about—and that philosophy extends beyond food. “Healthy living is not limited to what we put into our bodies, but also on our bodies and around our homes,” says Jenna Engleman, Senior Director of Thrive Market Brands. Everyone should be able to use clean, nourishing products made with high-quality ingredients in their daily routine, and that’s exactly why f.a.e.™ by Thrive Market exists. 

Meet f.a.e.™ by Thrive Market: Clean Beauty For All, Everywhere

Exclusively at Thrive Market, f.a.e. is a collection of clean, cruelty-free beauty basics, like shampoos and conditioners made with botanicals and organic facial oils that can compete with luxury brands. These products make it easy and affordable to build a skincare regimen that’s better for you and the planet.

“f.a.e. is our multifaceted approach to bring clean, nourishing, affordable skin and body care to our members,” Engleman goes on. Thrive Market’s team of product innovators is already well versed in sourcing the best, sustainably and ethically sourced ingredients from around the globe to create products members can trust. From there, they test every formulation—on themselves, no less—to ensure optimal performance, explains Christine McNerney, Senior Director of Merchandising for Home, Health, and Beauty. 

Lindsie Levinson, Brand Manager for Thrive Market Brands, adds that the team focused not only on creating formulas that adhered to Thrive Market’s sky-high quality standards, but that were also suitable for all skin types. “This is a brand for everyone,” she states.

Problems with Traditional Beauty and Skincare 

From health concerns to environmental concerns, there are a number of reasons to clean up your beauty and skincare routine. With f.a.e., you don’t have to pay a premium to avoid things like: 

  • Animal Testing: Though the Food and Drug Administration does not expressly require cosmetics companies to test on animals in order to determine the safety of their products, many still do, both in the United States and in some other countries around the world. Animal testing is used to test for things like skin and eye irritation and the effects of ingesting chemicals. 
  • Preservatives: Formaldehyde and parabens are two types of chemicals often used in cosmetics to keep them fresh over time. In the short term, formaldehyde exposure can cause irritation; more research is needed on its long-term effects, including its status as a carcinogen. Parabens may interfere with the endocrine system.
  • Sodium Lauryl Sulfate: Also known as SLS, this is a chemical found in many beauty and personal care products (as well as cleaning products and even some foods). It’s a surfactant, meaning it helps cleansing products generate foam. 
  • Phthalates: Widely used in household products to make plastics more durable, phthalates are thought to be endocrine disruptors, meaning they may interfere with hormone function. Though official guidance varies and more research is needed, the Environmental Working Group considers phthalates (as well as formaldehyde and SLS) among the “toxic twelve” chemicals that they believe should be banned from cosmetic products in the United States.
  • Coral reef damage: Sunscreens made with chemical filters like oxybenzone or octinoxate may cause damage to coral reefs and other marine life, though more research is needed. You can choose to avoid these chemicals altogether by opting for a mineral sunscreen that uses zinc to physically protect your skin from the sun.

Our f.a.e.™ Clean Beauty Standards

While the “clean” label in beauty doesn’t come with a consistent set of standards, f.a.e. products do. Every formula is thoroughly vetted by experts and made with ethical manufacturing practices and supply chains. They’re also Leaping Bunny Certified, a cruelty-free designation that means no animal testing is used. In addition, f.a.e. products do not and will never contain:

  • Parabens
  • SLS
  • Phthalates
  • Chemical sunscreens
  • Phenoxyethanol 
  • Sulfates or sulfites
  • Petrolatum
  • Paraffin
  • Mineral oil
  • Conventional palm oil (if we use palm oil it is always responsibly sourced)
  • Ethanolamines
  • Hydroquinone
  • BHA
  • BHT
  • Formaldehyde or formaldehyde-releasing ingredients
  • Methylchloroisothiazolinone or methylisothiazolinone
  • Triclosan 

Essential f.a.e.™ Products

When we say “for all, everywhere,” we mean it. In our f.a.e. lineup you’ll find head-to-toe nourishing basics for all skin types, all ages, all races, and all genders. 

f.a.e.™ Facial Oils

The days of paying luxury prices for high-quality, single-ingredient natural skincare products are over. We traveled to a sustainable farm in South Africa to source the best facial oils for every skin type.

  • Organic Rosehip Oil: Unrefined, cold-pressed, wild harvested rosehip fruit oil to nurture all skin types 
  • Organic Jojoba Oil: Unrefined, cold-pressed jojoba seed oil to moisturize all skin types and is ideal for mixing with other oils
  • Organic Argan Oil: Unrefined, wild-harvested argan seed oil to use on the face, hair, and body
  • Vitamin E Oil: A no-nonsense, full-body moisturizer of pure vitamin E oil blended with organic jojoba oil 

f.a.e.™ Instant Refresh Facial Wipes

You’ve never seen facial wipes like these before. Just add water and the compact tablets expand into soft bamboo fiber wipes infused with organic, wildcrafted essential oils; an earthy rose and frankincense aroma; and zero preservatives, fillers, or drying alcohol. Pair the convenient reusable tin with a refill bag of wipes and you’ll be ready for a quick clean sweep at home and on the go. 

f.a.e.™ Bentonite Clay

This all-natural, multipurpose skincare remedy has earned cult status for its deep pore-cleansing properties. Our calcium bentonite clay comes from California’s Mojave Desert and contains more than 50 naturally occurring minerals. The recyclable, resealable pouch is more sustainable than the typical plastic tub.

f.a.e.™ Broad Spectrum Mineral Sunscreen SPF 30

Available in spray and lotion form, f.a.e. mineral sunscreen is made with non-nano zinc oxide (meaning the particles are larger than 100 nanometers, therefore too large to be absorbed into the bloodstream from the skin), is reef-friendly, and contains no gluten or GMOs.

f.a.e.™ Shampoos and Conditioners

There’s a f.a.e. shampoo and conditioner duo for every hair type. Choose from:

  • Clarifying with tea tree and aloe to soothe the scalp
  • Smoothing with avocado and olive oils to defrizz
  • Volumizing with biotin and panthenol for strength and lift
  • Nourishing with argan oil and aloe for shine 

All f.a.e. shampoos and conditioners are free of synthetic fragrance, dyes, and silicones.

f.a.e.™ Nourishing Body Wash and Body Lotion

The enticing aromas of these body care products—soothing Bulgarian lavender and sweet Coconut Vanilla—come from botanicals and essential oils, not synthetic fragrances. (There’s also a fragrance-free Ultra Gentle option for anyone sensitive to scent.) Shea butter, jojoba oil, and vitamin E nurture the skin. 

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Kirby Stirland

Kirby Stirland is a writer, editor, and New York transplant living in Los Angeles.

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