Fabric is a new subscription-based men’s wellness brand that offers essentials for daily skin care rituals. The company’s CEO says the brand seeks to end uncertainty about ingredients, products and routines for men who don’t have the time or patience to navigate the world of personal care. A self-proclaimed brand loyalist, Fabric Founder Assaf Sahar realized that despite using skin care products for more than 20 years—this was the single category where he had no real brand affinity.
 
A Fabric subscription starts with The Trial Kit, which includes 0.5oz of the Honesty Face Wash and Integrity Face Moisturizer to get a guy into a routine. Two weeks later, the bi-monthly subscription begins when two full-size 1.6oz bottles of The Standard Set are shipped in a Fabric-branded canvas bag. Two months later it starts all over again, putting a man’s skin care routine on autopilot.
 
At launch, Fabric’s two products in The Standard Set include:
• Honesty Face Wash—cleans off dirt, oil and grime to reveal healthy, balanced skin.
• Integrity Face Moisturizer—Hydrates, smooths and soothes your face to defend against dryness, fine lines, and other environmental effects.
 
Sahar spoke with Happi about the launch of Fabric and some of the company’s plans going forward.
 
Happi: What is the significance of the products’ names?
Sahar: Each of Fabric’s products is named after the pillars that describe the brand’s core values: honesty, integrity, patience, respect and confidence. Everything we do is about transparency and trust. We strive to promote confidence and a firm sense of self for our customers because we believe in personal growth through personal care.
 
Happi: Brand loyalty is a key component of Fabric, but why should people be loyal to your brand?
Sahar: What makes people purchase a brand is self-worth. Fabric’s products make you feel better about yourself. We help men establish healthy rituals that will make them look and feel their best by providing a great product, good value and reliable service.
 
Happi: Why did you choose a subscription-based model rather than selling the products in stores?
Sahar: We could have gone with the more traditional method of selling our products in shops, but the biggest obstacle in the skin care market for men is retaining customers. Research shows that a large percentage of men use skin care products, but they often don’t stick to one brand. The subscription approach makes the skin care ritual as easy and convenient as possible. Once it works, you don’t have to renew anything, the product will be shipped to subscribers regularly every two months.
 
Happi: What can you tell me about the ingredients in Fabric’s products?
Sahar: We invested a great deal into researching and picking the ingredients in our products. The face wash went through 18 different versions before we settled on the final iteration. Our products are non-comedogenic, antioxidant rich, cruelty-free, vegan and free of parabens, sulfates, SLS and petrochemicals. We also don’t use artificial fragrances. Everything is naturally scented with Fabric’s signature blend of essential oils. Some of the major ingredients in the products include centella asiatica for rejuvenating skin, sage extract for its anti-aging effects, hyaluronic acid for nurturing and moisturizing skin, vitamin A and vitamin E. We played with our formula a lot, rebuilding and reconstructing it multiple times, and I am very proud of what we came up with in the end.
 
Happi: When can we expect more products to launch?
Sahar: Right now, Fabric only offers the basic subscription, which includes the face wash and face moisturizer. A body wash, shave cream, deodorant and post-shave balm will be made available in the next two months.