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Sephora Adds to Hello FAB Collection

Hello FAB is hitting the mark with women who like product blurring the lines between skin care and cosmetics.

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 tutorials in order to be able to use the products.  I am sure I am not alone in wanting color that is quick, easy, accessible and good for you.”

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The Triple Protection Skin Tint with Goji Berry SPF 30 is a superfood-infused complexion fluid available in four shades. Formulated with a blend of antioxidant-rich ingredients, including goji berry, astaxanthin and vitamin C, and anti-pollution active alteromonas ferment extract, it shields skin from environmental aggressors. Mineral SPF Zinc Oxide filters out harmful UVA and UVB rays.  The Hello Fab Mango Butter Multi Stick is a cream-to-powder formula that comes in two shades, Champagne and Rosé. It can be applied anywhere — cheeks, eyelids, lips and décolleté — to highlight and warm the complexion. The Mango Butter Multi Sticks retail for $20 and the Triple Protection Skin Tints sell for $34.  The new Hello FAB products will be merchandised alongside the rest of the firm’s collection in Sephora locations. On larger assortments, there will be a custom tester ramp fixture created that showcases the shade ranges of the tints and multi sticks. Sephora has a three-year exclusive on Hello FAB.