Pure Beauty

Lookfantastic onboards Fiils as first brand on its Fantastic Futures platform

By Julia Wray | Published: 14-Jul-2022

The 'scholarship' initiative supports upcoming indie beauty brands via a marketing package and a place on the Lookfantastic retail site

Refillable beauty brand Fiils is the first indie label to be championed under Lookfantstic’s new Fantastic Futures ‘scholarship’ platform.

The THG-owned online beauty retailer launches Fantastic Futures this month.

Dedicated to supporting niche beauty brands, Fantastic Futures is said to give newcomers the opportunity to boost their business and stand alongside 600 other beauty players on Lookfantastic.

“Fantastic Futures is devoted to bringing independent beauty brands to the forefront, offering them pride of place amongst some of the strongest beauty players in the industry,” said Rachel Horsefield, CEO at THG Beauty.

“It is our mission at Lookfantastic to provide our millions of global consumers with solutions to their beauty needs, and with our portfolio of over 600 beauty brands, we are the perfect partner for new brands looking to rise through the ranks of the industry.

“Not only are we able to offer a leading global retail platform, but by using THG’s end-to-end direct to consumer e-commerce solution, THG Ingenuity, we can also support with product development, manufacturing, marketing and 360-support of a brand’s own digital strategy.”

Fiils was launched in 2020 by make-up artist Anna Priadka, who’d previously held a global make-up development role at NARS, as well as positions at Charlotte Tilbury and Lucia Peroni.

The brand aims to overhaul single use plastic in bathrooms via a range of refillable essentials, made with ethical, natural and organic ingredients.

Speaking at a press event, held yesterday, Priadka commented: “The market is so crowded nowadays with new and established players. Having no marketing budget or access to a marketing team can be a bit of a disadvantage for beauty brands and the reason why a lot of early-stage beauty brands don’t succeed is because they don’t have this support.

“Getting Fantastic Futures’ partnership was a pivotal moment for Fiils. To have that level of support, drive and push behind our brand is so invaluable and we’re excited to see where this takes Fiils and really excited to keep working with Lookfantastic.”

Interested up-and-coming brands can apply at Lookfantastic and Fantastic Futures’ panel of beauty experts will review applications, inviting those shortlisted to pitch in person.

One brand will then be selected to join the Lookfantastic portfolio and, like Fiils, will receive an exclusive marketing package as a complimentary welcome bonus.

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