Adore Beauty is excited to announce it has today launched its very own private label, AB LAB.
Curating the ‘best in beauty’, AB LAB offers high-performance essentials for consumers seeking effective products catering to individual needs and concerns. The brand’s first release is a line of three skincare-led SPF products, formulated for different skin types to leave skin looking dewy, luminous or matte, depending on personal preference.
AB LAB taps into Adore Beauty’s 20+ years at the forefront of Australian beauty, drawing on insights from the beauty retailer’s community to develop a curated and ever-evolving product offering, priced with accessibility in mind.
Adore Beauty’s co-founder and chief of innovation, Kate Morris, said AB LAB is the result of more than two decades of curating the best in beauty for Australian consumers.
“Every day for more than 20 years, we’ve had wonderful conversations with our customers about what they need, what they love, and what they’re still looking for,” Morris said. “It’s with this deep knowledge that we’ve developed AB LAB, which aims to deliver the absolute essentials for our customers, starting with SPF – our one and only absolute beauty ‘rule’ and non-negotiable skincare step.
Much like Adore Beauty itself, the AB LAB brand is grounded in an ongoing conversation with our community to truly understand how they make choices about which products they use. Every line released under the AB LAB brand will be formulated to cater to different concerns – because there’s no one-size-fits-all in beauty.”
Made in Australia with vegan and cruelty-free formulations, AB LAB’s SPF line includes three skincare-forward sunscreens, each designed for different skin types and concerns. The first drop, available now, features the ‘Dewy-C SPF50+ Facial Sun Milk’ for normal to dry skin, and the ‘Barrier Boost SPF50+ Facial Sun Cream’ for oily/combination and sensitive skin. The second drop, released in early 2023, will release the third SPF product – the ‘Barely There SPF50+ Facial Sun Cream’, suitable for most skin types.
Whilst developing AB LAB, Adore Beauty surveyed more than 800 Adore Society members to understand how they make choices about the products they use. The first survey revealed that Australians’ sunscreen habits are not up to scratch, with a third of respondents saying they don’t wear an SPF every day, despite the known risks of UV damage to the skin. 80% said they would use an SPF daily if it included a cosmeceutical that helped to improve the condition of their skin.
The SPF survey also revealed that a majority of respondents choose SPFs with their skin type in mind, with more than half saying they are very likely to use a product that suits their skin over a ‘general’ SPF.
According to respondents, good skin hydration is the most desirable effect of an active SPF after protection. UV protection levels are the number one reason why people choose to wear SPF, followed by the way sunscreen looks on the skin and how it works with makeup as part of a broader skincare program.
“Clearly, many of our customers are still searching for their ‘holy grail’ sunscreen, the one that fits their skin so well that they are happy to use it every day,” Morris said. “We’ve designed AB LAB’s SPF line to comprehensively cater to the needs of our community.”
AB Lab is Adore Beauty’s second private label offering, following the successful launch of cosmeceutical line Viviology in June 2022. Private label is an important pillar in Adore Beauty’s growth strategy, providing the company with future expansion opportunities in new geographic regions and distribution channels.
You can shop the new brand here.
Image sources: Supplied
