TEN YEARS OF FWBEAUTY.

After ten years of building FWBEAUTY, we have made the decision to retire the FWBEAUTY name and enter 2027 under an entirely new brand identity.

This is not a change we have made lightly, nor is it simply a new name, logo or packaging exercise. It reflects how significantly the business behind FWBEAUTY has evolved.

Over the past decade, our understanding of skincare, formulation and the needs of the women we formulate for has become considerably more sophisticated. We have moved further into cosmetic science, strengthened our focus on pigmentation and skin longevity, developed our own formulations and invested increasingly in clinical and dermatological testing.

The business we are building today is very different from the business that FWBEAUTY was originally created to represent.

It is time for the brand to reflect that.

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WHY WE ARE REBRANDING

FWBEAUTY has never stood still.

Our early years established our relationship with saffron and introduced thousands of customers to products that would become synonymous with the brand. What followed was a decade of formulation, customer feedback, education, research and a progressively deeper understanding of skin.

That experience has shaped a much clearer direction for our future.

Our next generation of skincare will place greater emphasis on pigmentation, skin resilience and longevity, sophisticated active systems, formulation science and measurable product performance, while retaining the saffron heritage that has distinguished our work for the past decade.

Our founder-led formulation expertise has also developed significantly. Today, decisions about ingredients, concentrations, compatibility, delivery systems, product architecture and testing are made with a level of scientific scrutiny that simply did not exist when FWBEAUTY began.

Rebranding allows us to bring the external identity of the company into line with the standard of work now taking place behind it.

We have outgrown the FWBEAUTY identity. We have not outgrown what it stands for.

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BUILT ON TEN YEARS OF EXPERIENCE

The new brand does not begin from zero.

It begins with ten years of knowledge.

We know the concerns our customers repeatedly come to us with. We understand the complexity of pigmentation and why meaningful skin improvement cannot be reduced to a single fashionable ingredient. We have learned what our customers expect from texture, performance and routine compatibility. We also know where we believe the skincare industry can do better.

That accumulated knowledge is one of our greatest assets, and it will inform everything that follows.

Our heritage remains important. Saffron remains important. Our commitment to formulating products ourselves remains important.

What changes is the standard to which we intend to take them.

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A MORE DEFINED SCIENTIFIC DIRECTION

The next evolution of the company will be built around five areas that now define our work:

Heritage · Pigmentation Expertise · Saffron & Science · Formulation Authority · Skin Longevity

These are not marketing themes created for the rebrand. They are the disciplines that have naturally emerged from the work we have been doing and the direction in which our research and product development have been moving.

Our work with saffron is one example of that progression.

Rather than treating saffron simply as a recognisable botanical ingredient, we have continued investigating how its constituents can be incorporated into modern cosmetic formulations. That work has contributed to the development of our proprietary Saffron BioFusion™ technology, which is currently patent pending, alongside our continued research into saffron within cosmetic science.

This is the level at which we intend to build the next brand.

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THE PRODUCTS ARE BEING RECONSIDERED TOO

A stronger identity means very little if the products behind it remain untouched.

As part of the transition, we are reviewing the portfolio product by product: what stays, what evolves, what requires reformulation and what no longer has a place in the range.

We are not interested in transferring every existing product into new packaging simply because it already exists.

Products that move forward with us need to make sense within the new formulation philosophy and the direction of the range.

Some FWBEAUTY favourites will evolve into the next era. New innovations are already in development. Other products will reach the end of their life with FWBEAUTY.

That selectivity is intentional.

The objective is not to have more products. It is to build a better skincare portfolio.

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WHAT HAPPENS TO FWBEAUTY?

The FWBEAUTY name will officially be retired as we transition into the new brand in 2027.

Until then, FWBEAUTY remains fully operational. Our website is open, orders continue to be fulfilled and our team remains available to our customers as normal.

However, there is one practical consequence of changing the identity of a ten-year-old business: we hold significant stock carrying the FWBEAUTY name.

That inventory cannot follow us into the new brand.

THE FINAL FWBEAUTY SALE

From 1 September 2026, existing FWBEAUTY products will be reduced by up to 50% as we begin clearing current branded inventory ahead of the transition.

Discounts will be applied automatically and no promotional code will be required.

Stock will be available while quantities last, and products that sell through should not be assumed to return in their existing FWBEAUTY format.

SHOP THE FINAL FWBEAUTY COLLECTION

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WHAT THIS MEANS FOR OUR CUSTOMERS

For now, very little changes in the way you shop with us.

You can continue ordering through FWBEAUTY, using your existing products and contacting us exactly as you do today. As we approach the formal transition in 2027, we will communicate everything customers need to know about the new identity, product portfolio and customer accounts.

We also know that changing a brand after ten years raises an obvious question: will I still recognise the company I have trusted?

Yes.

The name will be different, but the people responsible for the products are not changing. The knowledge accumulated over the past decade is not disappearing. The standards we have developed are not being reset.

They are the reason we are making this change.

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THE NEXT DECADE

Ten years is long enough to understand the difference between changing something because it is fashionable and changing something because the business has genuinely moved beyond it.

For us, this is the latter.

FWBEAUTY gave us the foundation on which to build. It allowed us to formulate, learn, make mistakes, improve, listen to our customers and develop a much stronger understanding of what we want our contribution to skincare to be.

We now have the opportunity to take everything that decade taught us and build a brand around the company we have become rather than the company we were when we started.

2027 will not be FWBEAUTY with a different name.

It will be the next generation of everything FWBEAUTY has spent ten years becoming.

Fatiha & Yasmine
Founders

FWBEAUTY · 2016—2026

A NEW IDENTITY. A MORE ADVANCED ERA. 2027.