f.a.e

Thrive Market’s in-house skincare brand, f.a.e., was built to offer beauty that is affordable, clean, and sustainable. The goal: create a brand for all, everywhere, that embodies inclusivity and acceptance.

We developed a design system that is uncomplicated and approachable. Unexpected colors, organic layered shapes, and hand-drawn illustrations highlight clean ingredients while conveying playfulness. An ownable naming strategy clarifies product function—“for everyday,” “for hydration,” “for volumizing,” “for clarifying”—creating an extendable architecture that is cohesive, humanistic, and visually distinctive across the full brand.

Client: Thrive Market

Art Direction: Savannah McAnally

Design: Mo Newman / Anat-Erez Fellner / Julie Tran

Photography: Matthew Schulert, Elisha Knight