Felt Formula is the latest collaboration between Concrete and the creators of Red Earth Beauty. Felt Formula is a line of skincare products designed for an underserved portion of the Chinese market. Clinical quality, efficacious, and accessibly priced, the line delivers a more elevated offering in a marketplace that consists mostly of cheaper mass brands. Also, the line was created for direct on-line distribution for a burgeoning regional market that is increasingly relying on their mobile devices to gain access to better products. Launched in late 2018 to the Chinese market, Felt Formula’s immediate success has led to broader international growth and is now available through Urban Outfitters, Anthropologie and Amazon. Concrete was responsible for the creation of all aspects of the new brand – Naming, Brand Identity, Visual Style, Packaging and Website Design.