When clean beauty meets clean execution, great things happen at retail.
Formless Beauty, the intentional, eco-conscious cosmetics brand founded by Jenny McCarthy, recently expanded into Sprouts Farmers Market. Behind the scenes of that launch was a full retail packaging and display collaboration designed to ensure the brand showed up powerfully — and flawlessly — in store. This project highlights how strategic retail display design, sustainable packaging, and expert execution help beauty brands successfully launch in stores like Sprouts Farmers Market.
Watch Jenny McCarthy’s shoutout here:
Client recognition like this is incredibly meaningful — but what makes it possible is the work that happens long before a display hits the sales floor.
Retail Display Design for Sprouts: Elevating the In-Store Experience
Bay Cities also brought deep retailer expertise to the program as an approved Sprouts supplier with firsthand knowledge of in-store requirements. In fact, our team played a key role in developing the Sprouts PDQ display guidelines, giving Formless Beauty a strategic advantage by ensuring every element of the display was designed to meet retailer expectations from day one.
As Formless Beauty prepared to launch into Sprouts, they needed a retail display partner who understood:
- Sprouts’ specific retail guidelines
- The demands of beauty merchandising
- Structural integrity for highly shoppable products
- Tight timelines
- Sustainability alignment
Bay Cities stepped in to rework Formless Beauty’s display structure from the ground up.
The original challenge? Beauty products like eyeliners and eyeshadow brushes weren’t holding upright consistently. In-store presentation is everything — especially for a clean beauty brand built on polish, confidence, and aesthetic appeal. A display that slouches, tilts, or deteriorates after a few customer interactions can quickly undermine brand perception.
Our structural design team redesigned the inserts to properly secure each product, ensuring:
- Eyeliners and eyeshadow brushes stayed upright
- Testers could be handled and replaced without weakening the display
- The presentation stayed pristine throughout the program lifecycle
Because at retail, durability equals credibility.
Designed to Be Shopped — and Still Look Beautiful
Beauty displays aren’t just seen. They’re touched, tested, and interacted with constantly.
Bay Cities engineered the Formless Beauty display to withstand real shopper behavior. Customers could test products, return them to their place, and browse freely without compromising the display’s structure or visual appeal.
The result of Bay Cities’ rework? A clean, glossy, high-impact presentation that stayed retail-ready from first shipment to final sell-through.
Fast Turnaround Retail Display Production for Beauty Brands
Fast Turnaround Retail Display Production for Beauty Brands
Retail rollouts don’t leave room for delays.
The Formless Beauty program required quick turnarounds, adjustments, and last-minute refinements, all while maintaining launch deadlines. Bay Cities’ team moved swiftly through:
- Updated structural renderings
- New physical samples
- Printed mockups
- Packout execution
- Distribution to ensure smooth arrival in stores
Even when changes arose during production, our team adapted and kept the program on track — without sacrificing quality.
That agility is one of the reasons brands trust Bay Cities with high-visibility retail programs.
An Eco-Conscious Brand Meets an Eco-Conscious Partner
Formless Beauty is built on a foundation of clean ingredients and conscious decision-making. Their brand ethos centers on transparency, purity, and better choices.
That philosophy aligns naturally with Bay Cities’ commitment to sustainability.
Our corrugated displays are:
- 100% recyclable
- Made from up to 99% post-consumer recycled materials
- Responsibly sourced (FSC® and SFI® certified)
Launching an eco-conscious brand into an eco-conscious retailer like Sprouts required a display solution that supported that mission, not contradicted it.
The result was a retail program that aligned brand values with physical execution.
What This Project Demonstrates
The Formless Beauty launch into Sprouts shows what it takes for a beauty brand to succeed at retail:
- Deep knowledge of retailer guidelines
- Strong structural engineering
- ISTA-tested protection
- Agile project management
- Seamless packout and distribution
- Sustainability alignment
- Premium visual execution
From PDQ displays to additional formats now launching in stores, the partnership continues to grow.
And when a founder as hands-on as Jenny McCarthy publicly recognizes the collaboration, it reinforces something we already know:
When design, structure, sustainability, and execution come together, brands win at retail.
To get started on your next retail display or packaging project, request your quote today, request your quote today.
