Daily Insights

Sustainable Shopping Standards

By: Mackenzie Baker | Jan 22, 2021

Fashion and beauty subscription service FabFitFun revamps its beauty guidelines to help consumers access only “clean certified” products. The consumer conscious conditions could help the brand appeal to sustainable shoppers as the beauty industry embraces clean ingredients. 

FabFitFun joins fellow retail and beauty brands in the clean business world with its newly unveiled “no ingredient list”. The list includes 12 ingredients that will not be found in any of the brand’s future products beginning this spring. FabFitFun created an internal “integrity team” of toxicologists and crowdsourced members to help curate its list of “no ingredients”, which could help build trust with consumers looking for expert opinions on the regulations. To improve transparency with subscribers, FabFitFun published its list online, where consumers can learn about why the chemicals were banned and what eco-friendly ingredients may replace them. Increasing awareness with consumers about what goes into its products could help FabFitFin boost loyalty as well as attract new, sustainably-minded shoppers looking for “clean” shopping outlets according to a Gartner report. The list follows a slew of additional changes to FabFitFun’s internal and external practices in the past year as the brand doubles down on its eco-conscious commitments. 

In addition to its “no ingredient” list, FabFitFun recently switched to 100% sustainable packaging materials and an auto-subscription service for individual products. Both changes could help the brand cut down on waste and improve its presence as a socially aware organization. The positive changes are in addition to negative changes FabFitFun made in the wake of the pandemic, like ending its FabFitLive shows and ending its partnership with QVC. However, the alterations to traditional business could appeal to consumers who may have been rethinking their subscriptions during the pandemic, but are attracted to FabFitFun’s progress and recovery efforts. By fitting its beauty products to current consumer health standards, however, FabFitFun could rebuild its sales and brand awareness, potentially boosting subscription rates and its place in the virtual world. FabFitFun joins fellow beauty retailers like Sephora and Credo in publishing its banned ingredients, which can build consumer trust and appeal. The company plans to extend its clean standards to all of the industries it serves—including home, fashion, and fitness—over the next two years. By the end of 2021, FabFitFun will also offer gluten-free products, which could further help extend its reach to new audiences.

With its banned ingredient list, FabFitFun can tap into a growing trend in the beauty industry and beyond that meets consumer expectations for eco-friendly products. The clean beauty prioritization could help the subscription service stand out against competitors and set the stage for future, sustainable standards.