Bay Cities has confirmed a strategic partnership with Formless Beauty, the eco-conscious cosmetics brand founded by Jenny McCarthy, to support the brand’s successful launch into Sprouts Farmers Market. Bay Cities provided full-service packaging and display solutions, from structural design and engineering to production, packout, and distribution, helping Formless Beauty show up powerfully on shelves from day one.
As an approved Sprouts supplier with direct involvement in developing the retailer’s PDQ display guidelines, Bay Cities was well positioned to ensure Formless Beauty’s in-store debut met both compliance standards and shopper expectations. The team engineered custom displays capable of withstanding high levels of shopper interaction without degradation, which is a critical consideration for a beauty category where customers routinely handle and test products.
“Emerging brands face real challenges when they’re entering retail for the first time,” said Sahar Mehrabzadeh, Chief Revenue Officer, Bay Cities. “Meeting strict retailer requirements, protecting product integrity, and creating a display that stops shoppers in their tracks aren’t easy problems to solve alone. Our partnership bridges that gap by providing end-to-end expertise, ensuring displays are compliant, durable, and visually impactful from day one.”
Among the project’s key milestones, Bay Cities redesigned display inserts to ensure stability for eyeliners and brushes while maintaining the brand’s clean aesthetic. Structural mockups were developed and tested prior to production, and the team managed the full national rollout into Sprouts locations across the country, with additional locations planned.
“Formless Beauty was built on the belief that you shouldn’t have to choose between products that perform and products that are good for you and the planet,” said Jenny McCarthy Wahlberg, founder and CEO, Formless Beauty. “Bringing that vision to life on shelves at Sprouts required a partner who understood both the brand and the business, and Bay Cities delivered on every level. From the displays to the details, they made sure Formless Beauty showed up exactly the way we envisioned.”
The partnership also reflects both companies’ shared commitment to sustainability. Bay Cities’ corrugate materials are SFI™ and FSC™ certified, made from 99% post-consumer waste, and 100% recyclable, aligning with Formless Beauty’s environmentally friendly brand values without compromising on display performance.
