First Aid Beauty gets playful with Hello FAB.

First Aid Beauty is showing its playful side.

Launching this week on Sephora.com, followed by a rollout in January to the company’s physical stores, is Hello FAB, a four-stockkeeping-unit collection from First Aid Beauty.

Where First Aid Beauty is focused on common skin-care challenges such as dry or sensitive skin, Hello FAB targets a different consumer. “It is more of a playful, lifestyle brand,” said Lilli Gordon, First Aid Beauty’s founder. “People are looking for instant gratification and a no-makeup, makeup look. They want to get flawless skin instantly.”

Gordon said Hello FAB fits into the growing “bridge” category – products that fall between skin care and color cosmetics. That suggests Hello FAB won’t cannibalize from the rest of the 7-year-old First Aid Beauty assortment. “We saw it as a logical, synergistic opportunity with the brand,” Gordon explained.

Hello FAB, however, builds upon the same efficacy associated with its more serious parent. “We bring our whole ingredient philosophy so the line is safe for sensitive skin and non-irritating,” she said.

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Hello FAB is powered by superfoods, which appeal to today’s ath-leisure-crazed consumer. “We chose superfoods, because of the literature emerging from when superfoods are used topically,” Gordon said. “They are also very easy to use and if you stand in front of skin-care brands you might wonder what you need. With this it is easy. There’s no guesswork.”

Coconut water and quinoa, for example, headline the Coconut Skin Smoothie Priming Moisturizer. The Hello FAB Vital Greens Face Mist is composed of greens such as kale, spinach, cucumber and spirulina along with aloe leaf juice and rose of Jericho. Two much-heralded ingredients, caffeine and matcha, star in the Caffeine Matcha Wake Up Wipes. The 3 in 1 Superfruit Color Correcting Cushion is loaded with a Superfruit extract blend, beeswax and snow lotus flower extract. Prices range from $15 for the wipes to $36 for the correcting cushion. Formulas do not contain artificial colorants, artificial fragrance, parabens, alcohol, phthalates, mineral oil, lanolin, propylene glycol or sulfates – many of the ingredients consumers have made clear they don’t want in skin-care products.

Gordon expects the Coconut Skin Smoothie Priming Moisturizer will be the fastest out of the gate. It is also the item she said she can’t live without.

Sephora, which has been at the forefront of adding the bridge brands, has an 18-month exclusivity on Hello FAB.

Gordon said the First Aid Beauty collection will get a merchandising overhaul early next year. Beyond Hello FAB, Gordon said there are several other launches in the pipeline for 2017 and 2018.