Beauty and wellness incubator South West Brands has announced two major retail listings in ASOS and Superdrug for its recently launched brands, ‘Love, MeMeMe’ and ‘FEWE’
Since launching in October, South West Brands ‘Love, MeMeMe‘ and ‘FEWE‘ have built cult followings on social media, especially among Gen Z customers.
Love, MeMeMe has been a hit with TikTok audiences, with over 4 million views on the platform and a roster of talent supporting the ‘Me Movement’ including global pop star Mae Muller, Lianna Jade, Miah Carter and Chloe Rose. The gender-neutral skincare brand will launch its full range of products on ASOS this month.
FEWE is the world’s first menstrual cycle care brand, creating wellness solutions built around the symptoms of the menstrual cycle. FEWE products will be stocked by Superdrug online from 14 July and in-store from September.
FEWE aims to bridge the gap between hormone education, cycle tracking and wellbeing, advocating for better education around the menstrual cycle. Products are curated to support sleep, skin, vulva care, mood and comfort. Most recently FEWE produced a report called The Menstrual Revolution and led a cohort of brands lobbying Meta to review its cyber censorship policies in relation to women’s health content.
South West Brands was originated by CEO Rebekah Hall in 2021 with a focus on creating purpose-led brands that all include CBD as an anchor ingredient.
“We strongly believe in an omnichannel approach to brand building and are therefore delighted to partner with such credible, mainstream retailers both of which are aligned with the missions of our brand,” Hall said. “ASOS is the home of the Gen Z customer and there is no better place for Love, MeMeMe to expand its audience of self-care devotees”
The company’s brand-centric and mission-led approach has demonstrated that CBD, as an ingredient, can infiltrate mainstream audiences. The company said it has been able to achieve mainstream positioning alongside traditional consumer brands by building communities that centre around the wider mission of the brands, rather than just CBD.
“The partnership between FEWE and Superdrug represents a breakthrough in menstrual wellbeing,” Hall added. “Superdrug is the first high street retailer to strategically build out the period care aisle into a space that supports consumers at every stage of their hormonal cycle, from menstruation to menopause. We applaud their forward-thinking and efforts to move in such a positive direction, shifting the category to better serve its target customers’ needs.”
