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2025 · Beauty & D2C

Fable Beauty

National retail launch for a premium Gen-Z beauty brand.

3 chains
National retail

The brief

Fable had a beautiful product line and a D2C following but had never been in physical retail. Three national chains had said yes — pending launch assets, packaging, and a marketing plan that would make the brand move off shelf.

Our approach

  • Repositioning — from "D2C indie beauty" to "premium accessible"
  • Packaging redesign — new structure, premium finishes, chain-compliant
  • Launch campaign — OOH in 8 cities, creator partnerships (30+ mid-tier)
  • Retail operations — shelf talkers, BA training materials, in-store sampling

The results

  • 3 national chains secured and launched
  • 40% sell-through in Q1 (vs. category average 18%)
  • 6× Instagram followers in launch quarter
  • Second product line greenlit for FY26
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