Sustainably minded and targeted toward younger Millennials and Gen Z, the brand also prides itself on performance-minded formulations.
“We’re introducing a new generation with the goal of being transparent, real and fun for everyone, and we don’t sacrifice performance or quality or being seen, in line with the other Amyris brands we know and love,” said Briana Bennett, EcoFabulous’ general manager.
On the makeup front, the skin tint and concealer are launching in 26 shades. All of the products include squalane, the sugarcane-derived hydrating agent proprietary to Amyris. Though EcoFabulous shares hero ingredients with sibling brands, Bennett pointed out its audience and categories of focus hadn’t been fully addressed in the Amyris portfolio..
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